Trends for New Mobile Telephony Services in Latin America and the Caribbean

Latin America

Trends for New Mobile Telephony Services in
Latin America and the Caribbean
2008

Contents

Part I: Methodological Foundations

1. Objective
2. Countries involved
3. Services surveyed
4. Research methodology
5. Technical sheet by country

Part II: Regional Analysis

1. Services
1.1. Most used services
1.2. Most valued service
1.3. Reasons for which you do not use the services you mention not using
1.4. Services that you do not use but would like to use
1.5. Reasons why you do not use the services that you would like to use

2. Mobile TV
2.1. Users with Mobile TV
2.2. Opinion regarding Mobile TV service (users)
2.3. Contents consumed (users)
2.4. Place of use (users)
2.5. Payment system (users)
2.6. Time of use (users)
2.7. Attitude regarding advertising (users)
2.8. Interest in hiring Mobile TV (non-users)
2.9. Place where you would use Mobile TV (non-users that probably or surely would hire the service)
2.10. Price you would be willing to pay for Mobile TV (non-users that probably or surely would hire
the service)

3. Mobile Internet
3.1. Fixed Internet
3.2. Awareness of Mobile Internet
3.3. Use of Mobile Internet
3.4. Device used to connect to Mobile Internet (users)
3.5. Preferred device to connect to Mobile Internet (users)
3.6. Uses of Mobile Internet (users)
3.7. Place of use of Mobile Internet (users)
3.8. Time of use (users)
3.9. Interest in hiring Mobile Internet (non-users)
3.10. Place where you would use Mobile Internet (non-users that probably or surely would hire the service)
3.11. Price you would be willing to pay for Mobile Internet (non-users that probably or surely would hire
the service)

4. Use of Mobile Telephony during trips
4.1. Percentage of the population that travels at least once a year
4.2. Use of Mobile Telephony
4.3. Reasons for not using Mobile Telephony during trips
4.4. Mobile Telephony services available when you travel
4.5. Number of calls made per trip
4.6. Use of Mobile Telephony in trips abroad (Roaming)

5. Quadruple Play: most valued service
5.1. Service that would affect you the most if it stopped working for a day

6. Devices

2 - Trends for New Mobile Telephony Services in Latin America and the Caribbean

Contents

Part III: Analysis by country

Argentina
Brazil
Chile
Colombia
Costa Rica
Ecuador
El Salvador
Guatemala
Jamaica
Mexico
Panama
Paraguay
Peru
Puerto Rico
Dominican Republic
Trinidad & Tobago
Uruguay
Venezuela

Part IV: Annexes

Grupo Convergencia Work Team

Trends for New Mobile Telephony Services in Latin America and the Caribbean - 3

Latin America



1. Objetive

Mobile Telephony in the Latin America and Caribbean
region has experienced amazing growth in the last
few years. This situation has produced an important
contribution to the domestic economies and has had a
strong social impact from a connectivity point of view.
In the next years Mobile Telephony in the region will
face challenges in relation to the new products and
services it will offer.

GSM Association Latin America (GSMA LA) The study was stratiﬁed by sets of socio-demographic
wishes to know about the development, tendencies, variables and market share of the main operators
expectations, propensity to consumption and in each country, in order to extrapolate the
projected demand of certain products and services results obtained to the total population of mobile
that Mobile Telephony has recently launched or is telephony users in each country, guaranteeing the
considering launching in the next few years. For this representativeness of the universe being studied.
reason, GSMA LA has requested that Convergencia
Research undertake a study that involves speciﬁc 400 cases were surveyed per city, totalling 7,200 cased
knowledge in commercial, marketing, economic and in 18 cities.
technical aspects, providing analysis and conclusions
at a regional and country level.

2. Countries involved

The 18 countries that will be included in the study are
detailed below:

These countries altogether generate approximately
95% of the Gross Domestic Product and represent
98% of the population in the region.

3. Services surveyed

All services provided by Mobile Telephony, but
especially focused on Mobile TV, Mobile Internet and
Roaming.

4. Research methodology

Quantitative exploratory study through which we
learned about the opinion of Mobile Telephony
users through detailed interviews carried out using
guidelines, and performed by experienced personnel
who speak Spanish, Portuguese and English.



5. Technical sheet by country


Latin America



1. Services Table 1.1.2. Region: The 4 most used services by country


Table 1.1.1. Region: Most used services

At a regional level the 4 most used services were SMS,
MMS, games and “none”. In the analysis by country,
the results are as follows:

El Salvador and Guatemala are countries with
At a regional level we gathered 14,830 responses results that are identical to the accumulated
regarding the services used. The ﬁrst conclusion, regional results.
excluding voice from the analysis, is that the most used Argentina, Chile, Dominican Republic and
service is SMS with 43% of times mentioned. In second Trinidad & Tobago have identical results (SMS,
place we have MMS with 9%. Therefore messaging MMS, games and MP3).
services jointly (SMS + MMS) are mentioned by 52% Brazil, Colombia, Paraguay and Peru incorporate
of the population surveyed in Latin America and the radio as one of their 4 most used services.
Caribbean as being the most used. “Browsing Internet” is noted in Panama,
Paraguay, Puerto Rico and Venezuela.
In third place we have games with 8%, followed by: Other services incorporated to the podium of
MP3 (6%), browsing Internet (5%), radio (5%) and 4 were: video calls in Ecuador, chat in Panama,
ringtones (3%), which grouped together represent roaming in Puerto Rico and ringtones in
27% of responses, i.e. somewhat more than half of Uruguay.
messaging services. As mentioned previously, SMS is the most
used service with 43% at a regional level. This
The heading Others groups a large amount of preponderance is observed in all the countries
services that in no case exceed 3% of responses and in the region although at different rates. The
which altogether reach 14%. The main components of country with the greatest use of the service in the
the heading are: roaming (2.3%), chat (2%), checking region is Costa Rica with 53%, while it is the least
emails (1.7%), information services (1%), wallpapers used in Trinidad & Tobago with 36%.
(1%) and video calls (0.9%) among others.

It should be noted that in fourth place we have “none”.
This means that 7% of respondents state that they do
not use any service except voice.



1.2. Most valued service Other situations observed are:
The exception is Brazil which locates MP3 and
Table 1.2.1. Region: Most valued service radio in third and fourth place, respectively.
MMS is displaced in Colombia by radio, in
Panama by chat, in Paraguay by video calls and
in Puerto Rico by roaming.
In the Dominican Republic, “browsing Internet”
is displaced by MP3.

1.3. Reasons why you do not use the services that you
mentioned not using

When respondents were asked about the reasons why
they do not use certain services, the responses were
quite variable.

Twenty percent state that they do not have the service
in their handset followed by “economic reasons”,
which was mentioned by 15%. Also with 15% of
When respondents were consulted regarding which times mentioned, respondents are of the opinion that
service, if it were not provided, would make them the services offered are too “unattractive” to be used.
change mobile telephony operator, the importance Fourteen percent manifested that “unawareness” is
of SMS for customers was evidenced, with 59% of the main reason for non-use. “Not used to it” recorded
responses. This percentage is even greater than the 12%. These 5 reasons explain 76% of the total.
use of the service which is 43% of total responses.
A large variety of responses were grouped in the
Twenty four percent of the population considers that item “Others” and altogether recorded 15% of the
except for voice service, there is no other that is of total. Other responses were “complexity” (6%), “not
such importance that its not being provided would available from the mobile telephony service provider”
mean a change of operator. SMS and “none” groups (2%) and “poor quality” (1%).
82% of responses.
In the analysis by country of the 2 most mentioned
In third place we have “browsing Internet” with 3% of
reasons why the services are not used, the results
responses, followed by MMS with 2%. The rest of the
services did not in any case exceed 2% of responses, were as follows:
although altogether they add up to 12%. Only 2
services exceeded 1% of times mentioned; MP3 and “Not available in the handset” is noted in all
video calls. Roaming, radio and “checking emails” countries in first or second place, with the
exceeded 0.5% of times mentioned. exception of only five: Brazil, Ecuador, Mexico,
Puerto Rico and Venezuela.
Table 1.2.2. Region: The 4 most valued services by country “Not very attractive” is observed in 7 countries:
Argentina, Colombia, Jamaica, Puerto Rico,
Trinidad & Tobago, Uruguay and Venezuela.
“Lack of awareness” is referred to in Brazil,
Chile, Costa Rica, Ecuador, Paraguay, Peru and
Venezuela.
Economic reasons were located in first or second
place in 6 countries: Ecuador, El Salvador,
Guatemala, Mexico, Panama and Puerto Rico.
“Not used to it” is only reflected in Mexico and
the Dominican Republic.
Brazil is the only country with “complexity” as
one of the 2 most mentioned reasons.
The combination of “not available in the
handset” and “not very attractive” is repeated
in 5 countries: Argentina, Colombia, Jamaica,
Trinidad & Tobago and Uruguay.
The combination of “not available in the handset”
and “lack of awareness” is recorded in 4 countries:
The graph shows the 4 most valued services in each Chile, Costa Rica, Paraguay and Peru.
of the countries included in this Study. We note that Three are the countries with the combination of
the regional conclusion is identical and valid for “not available in the handset” and “economic
all countries in the region: SMS is the most valued reasons”: El Salvador, Guatemala and Panama.
service, followed by “none”. Most countries even “Not used to it” was observed only in Mexico
have the same third and fourth place mentioned: and the Dominican Republic, while “complexity”
“browsing Internet” and MMS. was observed in Brazil.



1.4. Services that you do not use but would like to use Table 1.4.2. Region: The main 5 services that you do not use but
would like to use by country
Table 1.4.1. Region:
Services that you do not use but would like to use

In the analysis by country for the 5 main services that
users would like to use but do not use, we noted the
Beyond the reasons for the “non-use” explained in the following particularities:
previous point, 65% of respondents at a regional level
stated they were interested in using an additional In all countries the main response was “none”.
service. At a regional level the average of the “none”
response was 35%, however Puerto Rico reached
Seventeen percent of the population would like to a rate of 52%, while Brazil and Trinidad & Tobago
“browsing Internet” with their mobile telephone; 9% 48%. In the other extreme we have Peru and
would be interested in video calls; 6% in MP3, 5% in Uruguay with 22%, Ecuador with 23% and Costa
Mobile TV; 4% in “checking emails”; 4% in MMS and Rica with 24%.
4% in radio. The 7 services mentioned group 49% of The combination of most repeated responses
responses. is composed of “none”, “browsing Internet”,
video calls, MP3 and Mobile TV. The same was
The remaining 16% is composed of a large amount recorded in 10 countries: Chile, Colombia, El
of services grouped under the heading “Others”. Salvador, Mexico, Panama, Peru, Puerto Rico,
None of these services on their own recorded more Dominican Republic, Uruguay and Venezuela.
than 2% of responses mentioned. With rates of close In 4 countries, Mobile TV was displaced by MMS:
to 2% we ﬁnd chat and GPS. With rates of 1% we ﬁnd Costa Rica, Ecuador, Guatemala and Paraguay.
ringtones, roaming, wallpapers, SMS, games and In Jamaica and Trinidad & Tobago, MP3 was
information services. displaced by “checking emails”.
Radio displaced Mobile TV in Argentina and
On the other hand, 35% of respondents stated that video calls in Brazil.
they were not interested in using any additional
service.



1.5. Reasons why you do not use the services you would like 2. Mobile TV
to use
2.1. Users with Mobile TV
Table 1.5.1. Region: Reasons why you do not use the services you
would like to use Of 7,359 cases consulted regarding the use of Mobile
TV in the entire region there were only 136 affirmative
responses. This represents 1.8% of respondents.

Table 2.1.1. Region: Users with Mobile TV by country

These responses delve into the causes why customers
do not use the services that they would effectively
like to have. At a regional level the main reason
presented is “my handset does not allow it” with
27% of responses. “Lack of awareness” is located in At this time a few countries in the region have At
second place with 14%, followed by economic reasons this time a few countries in the region have launched
(“it is expensive”) with 12%. “My mobile telephone Mobile TV, particularly Brazil, Chile, Guatemala,
provider does not provide it” was mentioned in 6% Mexico and Uruguay. In certain cases the advertising
of cases. Lastly we have “fear of technology” with 2%. campaigns of companies identify the product as
The 5 reasons mentioned group 61% of responses. Mobile TV; however the service provided is video
streaming and downloading of others contents. It is
The remaining 39% is composed by a large variety not the purpose of this Study to delve into technical
of different reasons mentioned by respondents and matters, but rather to understand the behaviour and
grouped in the graph under the heading “Others”. perceptions of the users of the service; therefore we
have taken the responses on Mobile TV as valid,
At a detail by country level we note marked likenesses even though the service does not fully comply with
in the structure regarding the 2 main reasons why the technical specifications that describe it.
users do not use the services that they would like to
use: Venezuela is the country in the region where the
service has the most penetration, with a rate of 9.7%. It
The combination “my handset does not allow it” is followed by Brazil with 8.4% and Mexico with 2.9%.
and “it is expensive” is repeated in 10 countries: The rest of the countries have rates below 2%.
Colombia, Ecuador, El Salvador, Guatemala,
Jamaica, Mexico, Panama, Puerto Rico, Dominican Due to statistical methodology matters, we consider
Republic and Trinidad & Tobago. that only Venezuela and Brazil are representative
The combination “my handset does not allow in order to make the tendency analysis.
it” and “lack of awareness” is repeated in 7
countries: Argentina, Brazil, Chile, Paraguay, The survey has resulted in affirmative responses
Peru, Uruguay and Venezuela. (although very few) in countries where no operator
Costa Rica is the only country that states the has launched the service yet. The explanations used
combination “my handset does not allow it” and are 2: the first assumes having surveyed a user that
“my provider does not provide the service”. has a service hired in another country and the second
Another particularity observed is that “my is related to interpretations of the user regarding a
handset does not allow it” is the first reason service he/she perceives as Mobile TV.
mentioned in all countries except for Argentina
and Brazil.



2.2. Opinion about Mobile TV service (users) 2.3. Content consumed (users)

Table 2.2.1. Region: Table 2.3.1. Region: Content consumed (users)
Opinion about Mobile TV service (users only)

When users with Mobile TV were consulted (136
cases, most of them in Venezuela and Brazil) Regarding the content consumed by users of the
regarding their opinion on the service, 67% coincided Mobile TV service, 41% mentioned news, followed by
in the interest it awakens in them. For 29% it is “very sports with 20% and other programs with 12%. These
interesting”, while the remaining 38% considers that 3 content items group 73% of total responses.
it is “interesting”.
2.4. Place of use (users)
Thirty two percent have a negative opinion, 24%
thinks it is “not very interesting”, while the remaining Table 2.4.1. Region: Place of use (users)
8% is of the opinion that it is “not interesting at all”.

Only 1% of users that have the service have a neutral
opinion (“neither interesting, nor uninteresting”).

As previously explained, we only take the opinions
gathered in Brazil and Venezuela as valid from a
statistical point of view.

In Venezuela, 73% of users of Mobile TV have a positive
opinion about the service. Eighteen percent consider
that it is “very interesting” while the remaining 55%
think that it is “interesting”.

In Brazil, the rate of positive opinion is 68%, with
the particularity that 59% of users consider that the
service is “very interesting”, while the remaining 9%
states that it is “interesting”. Regarding the physical place in which users use the
service, 27% of cases mentioned the home, followed
by work with 26%, public thoroughfares with 20%
and public transportation with 15%. Various places
mentioned by users have been grouped under the
heading “Others” and altogether add up to the
remaining 12%.



2.5. Payment system (users) 2.8. Interest in hiring Mobile TV (non-users)

Table 2.5.1. Region: Payment system (users) Table 2.8.1. Region: Interest in hiring Mobile TV

Forty eight percent of the population of non-users of
Regarding the payment system, 40% state that they
Mobile TV does not show interest in hiring the service.
subscribe to the service, 29% pay per individual
Thirty four percent consider that they “surely would
program viewed, while 27% mention “other” forms
not hire it” while 14% believe that they “probably
of payment. The remaining 4% did not answer.
would not hire it”.
2.6. Time used (users) Thirty three percent of non-user respondents are
receptive to hiring the service. Twenty two percent
On average, Brazilian users state that they use the mention that they “probably would hire it”, while the
service 53 minutes per day. Venezuelan users state remaining 11% state that they “surely would hire it”.
that they use it 40 minutes per day. There is 19% that have “not evaluated it”.

2.7. Attitude regarding advertising (users) Table 2.8.2. Region: Interest in hiring Mobile TV by country

Table 2.7.1. Region: Attitude regarding advertising (users)

Sixty seven percent of Mobile TV users consider that Although the regional average indicates that only
they would accept advertising if this were to generate 33% of users would be interested in hiring Mobile
a decrease in the cost of the service, 27% would not TV service, the breakdown by country shows an
accept it, while the remaining 6% did not answer. interesting dispersion of opinions in the region:

In Brazil, 66% of users expressed their acceptance, Jamaica is the country with the greatest
while in Venezuela afﬁrmative responses were propensity to hiring the service, with a positive
signiﬁcantly below Brazil with 55%. rate of 43%.
4 countries have a positive rate of over 40%. In
addition to the already mentioned Jamaica, these
are Trinidad & Tobago and Venezuela.
The case of Venezuela is interesting since it is
the country with the greatest real penetration of
users of the service and in addition is one of those
with greatest propensity to hiring the service.


11 countries surveyed have a rate that is above Jamaica which is the country with the greatest
the regional average. In addition to the already propensity to hiring the service has demonstrated
mentioned 3, we add the Dominican Republic, however that it is willing to pay one of the 3
Peru, Brazil, Guatemala, Costa Rica, El Salvador lowest monthly prices with an average of US$
and Mexico. 18.90.
Brazil shows a particularity. It is the only country Argentina is the country that recorded the lowest
with a higher rate in “surely would hire it” (27%), rate of interest in hiring the service. However,
in comparison to “probably would hire it” (9%). those that are interested would pay on average
2 countries situate their rate of interest at values US$ 31.80 per month (the third highest price in
similar to the regional average. These are: the region).
Paraguay and Colombia.
Lastly a warning: Argentina and Chile, 2 of the
leading countries in the mobile telephony market 3. Mobile Internet
at a regional level, recorded rates of interest very
much lower than the average with 17% and 19% 3.1. Fixed Internet
respectively.
Table 3.1.1. Region: Place of connection to Fixed Internet
2.9. Place where you would use Mobile TV (non-users that
probably or surely would hire the service)

At a regional average level, 32% of respondents
considered that they would “probably hire” (22%) or
“surely hire” (11%) Mobile TV.
Taking non-user respondents that show themselves
receptive to hiring the service as a universe, 32%
responded that the physical place where they would
use it would be public transportation, 24% stated
work, 21% public thoroughfares and 15% mentioned
home. Only 8% mentioned other places.

2.10. Price you would be willing to pay for Mobile TV (non-
users that probably or surely would hire the service)

Willingness to pay for Mobile TV by country In the region, regardless of the device used, 39% of
the population connects to the Internet at home, 13%
does it from a booth and 11% at the office.


At a regional level 69% of respondents manifested
being aware of Mobile Internet; the remaining 31%
is not aware. The segment that shows the greatest
awareness of the service is men from 14 to 30 years
old. The ABC1 segment also showed significantly
greater awareness than the average.

Table 3.2.1. Region: Awareness of Mobile Internet by country

On a regional average, non-users of the service that
show willingness to hire Mobile TV would be willing
to pay US$ 26.30 per month.

The analysis by country shows that Colombian
users interested in hiring the Mobile TV service
are willing to pay on average the highest price
at a regional level, in the order of US$ 54.10 per
month.
On the other extreme we find Costa Rica, with
a willingness to pay an average of US$ 15.20 per
month.


At a regional level 69% of respondents manifested Table 3.2.3. Region: Attractiveness of Mobile Internet by country
being aware of Mobile Internet; however the detail by (users that are not aware of the service)
country shows various particularities:

Trinidad & Tobago is the country with the
greatest awareness of the service with levels of
89%.
3 countries exceed 80% in respect to the awareness
rate. To the mentioned Trinidad & Tobago, we
add Brazil with 84% and Puerto Rico with 80%.
9 countries exceed the regional average of 69%.
In addition to the 3 countries mentioned, we
must consider Venezuela, Dominican Republic,
Mexico, Paraguay, Panama and Jamaica.
Surprisingly, 2 of the leading countries at a
regional level in the mobile telephony market,
Argentina and Colombia present 2 of the 3 lowest
rates of awareness of the service, 56% and 59%
respectively.
The lowest rate in the region was recorded by
Ecuador with 44% awareness. This means that At a regional level, on average, 31% of respondents
between the ﬁrst (Trinidad & Tobago) and the manifested being unaware of the Mobile Internet
last there are 45 percentage points of difference. service. Once the concept of the service was explained
to them, 49% manifested themselves positively
Table 3.2.2. Region: Attractiveness of Mobile Internet regarding its “attractiveness”. However, the analysis
(users that are not aware of the service) by country shows broad dispersion:

The Dominican Republic is the country with
the greatest positive responses regarding
“attractiveness” with a rate of 82%.
In addition to the mentioned Dominican
Republic, 7 other countries present positive rates
higher than the regional average. These are:
Peru, Costa Rica, Paraguay, Panama, Venezuela,
Colombia and Guatemala.
Brazil, Argentina and Trinidad & Tobago, present
the 3 lowest rates of attractiveness, recording
28%, 25% and 16% respectively.
From the ﬁrst (Dominican Republic), to the
last (Trinidad & Tobago), there is a breach of 66
percentage points.

At a regional level 31% of respondents stated that they
were not aware of the Mobile Internet service. When
the concept of the service was explained to them, 49%
gave a positive response; 38% think it is “attractive”
and the remaining 11% is of the opinion that it is
“very attractive”.

Forty three percent of respondents manifested
themselves unfavourably regarding the attractiveness
of the service. Twenty six percent considers it “not
attractive at all”, while the remaining 17% thinks it is
“not very attractive”.

Eight percent manifested a neutral response (“neither
attractive nor not very attractive”).



3.3. Use of Mobile Internet users that have used the used the service at some
time, in each of the countries surveyed.
Seventy percent of respondents that are aware of
Mobile Internet have never used the service. The regional average indicates that 69% of respondents
are aware of Mobile Internet, while only 30% of these
Table 3.3.1. Region: Use of Mobile Internet by country have used it at some time. As a result we have that
(users that are aware of the service) 20% of the total population surveyed in the region,
has experienced Mobile Internet at some time.

In the analysis by country we note that Venezuela is
ahead with 33% of total use, followed by Puerto Rico
with 28%.

The 2 countries with the lowest rates of use in respect
to total respondents are Jamaica (10%) and Trinidad
& Tobago (8%).

3.4. Device used to connect to Mobile Internet (users)

In the region, on average, 88% of persons that at some
time used Mobile Internet did so using their mobile
telephone; only 12% connected using a data card.

Table 3.4.1. Region: Device used to connect to Mobile Internet by
country (users of the service)
Although at a regional average level it happens that
only 30% of respondents that are aware of the Mobile
Internet service have used it, in the breakdown by
country the results are different.

Trinidad & Tobago is the country with the most
awareness of the service with a rate of 89%.
However in this case awareness does not imply
greater use, since only 10% of respondents have
used the service at some time.
Venezuela on the other hand recorded the highest
rate of use (43%) among those that are aware of
the service (76%).
Ecuador also has a high rate of use (43%); however
it shows the lowest rate of awareness in the region
(44%).

Use of Mobile Internet by country (users) In the analysis by country we observe the following:

Mexico is the country that shows the largest
amount of connections using a data card, with
a rate of 24%, followed by Uruguay with 19%,
Colombia with 18% and Dominican Republic
with 17%.
The countries with the lowest rates of connection
with data cards are: Ecuador (4%), Argentina and
Jamaica (both with 7%), Paraguay (8%), Chile and
El Salvador (both with 9%).

From the product of “users that are aware of the
service” and “total users” we arrive at the level of



3.5. Preferred device to connect to Mobile Internet (users) 3.6. Uses of Mobile Internet (users)

Table 3.5.1. Region: Device used to connect to Mobile Internet. Table 3.6.1. Region: Uses of Mobile Internet
Use (left) and preference (right) (users of the service)

In spite of the fact that only 12% of the population
connected to Mobile Internet using a data card, 17%
emphasizes that this would be their preferred device
to use the service.

Table 3.5.2. Region: Device used to connect to Mobile Internet by
country. Use and preference

At a regional level on average 20% of respondents
manifested that they had used Mobile Internet. Of this
total, 25% mentioned using it to “check their email”,
23% to “look for information”, 15% to “download
music and videos”, while 13% used it to “chat”. These
4 uses group 76% of the total.

3.7. Place of use of Mobile Internet (users)

Table 3.7.1. Region: Place of use of Mobile Internet
(users of the service)

The greatest breaches between the “use” and
“preference” of the data card as a device used to connect to
Mobile Internet are observed in the following countries:

Jamaica: while 7% of users of the service use a
data card as a means of connection, 19% is of
the opinion that this would be the preferred
means to do so. As a result we observe a breach
(opportunity for growth) of 12%.
In Chile the situation in respect to the breach is
similar: while 9% connect using data cards, 20%
considers that it is the optimum means. Therefore
the breach is 11%. At a regional level, 37% of users of Mobile Internet
Argentina shows a breach of 9% (7% of use versus use the service in their homes, 28% does so in
16% preference). public thoroughfares and bars, 18% in means of
Colombia is the fourth country with greatest transportation, while the remaining 17% does so at
expectation of growth in use of the data card, the ofﬁce.
with a breach of 8% (18% of use versus 26%
preference).
Then we have Venezuela with 7% and Mexico
and Paraguay with 6%.
Trinidad & Tobago is the only country with a
negative breach; while the rate of use is 15%, the
rate of preference only reaches 12%.



Table 3.7.2. Region: Place of use of Mobile Internet 3.8. Time used (users)
The average regional time of use of the Mobile Internet
service is 42 minutes per day.

Table 3.8.1. Region: Time of use of Mobile Internet by country

The analysis by country shows the following
particularities:

El Salvador is the country with the highest rate
of use of the service at home with 47%, followed
by Paraguay (45%), Ecuador (44%), Chile (43%), The analysis by country shows the following:
Guatemala (43%) and Jamaica (42%).
With an ample difference in comparison to the The average for Costa Rica is 74 minutes per day
rest, Mexico is the country where users make making it the highest in the region, exceeding
the greatest use of Mobile Internet in public the regional average by 32 minutes per day.
thoroughfares and bars with a rate of 45%, 8 countries have an average use above the
followed by Colombia with 38%. regional average. In addition to the already
The Dominican Republic, with 26%, is the mentioned Costa Rica, we have Puerto Rico,
country with greatest use of the service in means Mexico, Trinidad & Tobago, Brazil, Guatemala,
of transportation, followed by Uruguay (22%), Dominican Republic and Colombia.
Brazil (21%) and Jamaica (20%). Jamaica and Paraguay are the countries that on
Trinidad & Tobago leads the regional ranking average use the service least. Jamaica recorded
in respect to use of the service at the ofﬁce, with 13 minutes per day, while in Paraguay it was 2
25%, followed by the Dominican Republic and minutes.
Costa Rica (both with 22%).
3.9. Interest in hiring Mobile Internet (non-users)

Table 3.9.1. Region: Interest in hiring Mobile Internet
(non-users)

On average 80% of respondents at a regional level
that are users of mobile telephony, still have not
used the Mobile Internet service. When consulted
about their interest in hiring the service, 35% gave a


favourable response: 11% consider that they “surely 3.10. Place where you would use Mobile Internet (non-users
would hire it”; while the remaining 24% mention that that probably or surely would hire the service)
they “probably would hire it”.
Table 3.10.1. Region: Place where you would use Mobile Internet
There is 17% that assures that they have not evaluated
(non-users that would hire the service)
it, while 48% does not consider the possibility of
hiring it. Thirty four percent consider that they
“surely would not hire it”; while the remaining 14%
manifests that they “probably would not hire it”.

Table 3.9.2. Region: Interest in hiring Mobile Internet by country
(non-users)

Of the total that would “probably hire” (24%) or
“surely hire” (11%) Mobile Internet, 30% commented
that they would use it at home, 23% in means of
public transportation, 22% at work and 17% in public
thoroughfares. Only 8% mentioned other places.

3.11. Price you would be willing to pay for Mobile Internet (non-
users that probably or surely would hire the service)

Although at a regional level 35% of non-users showed At a regional average level, non-users that show
propensity toward hiring the service, in the analysis willingness to hire the service, consider that they
by country the results are quite varied: would be willing to pay US$ 23.80 per month for it.

Venezuela is the country in the region that shows Table 3.11.1. Region:
the most interest in hiring the service, recording Willingness to pay for Mobile Internet by country
a positive rate of 48%. Following it are Costa Rica,
Dominican Republic, Mexico and El Salvador, all
with a positive rate in excess of 40%.
At the other extreme we have Brazil, Chile,
Uruguay, Argentina and Puerto Rico; all of them
with rates lower than 30%.
However Brazil is a particular case. Although it
is one of the countries that shows least interest in
hiring the service, it is the country in the region
with the highest response of “surely would hire
the service” with 21%.

The analysis by country shows that Colombian
users interested in hiring Mobile Internet are
willing on average, to pay the highest price at a
regional level, in the order of US$ 33.10 per month.
One must remember that Colombia is also the
country in the region that shows a willingness to
pay the highest price for Mobile TV (US$ 54.10 per
month).



Venezuela is the country which has shown the 4.2. Use of Mobile Telephony
greatest propensity toward hiring the service
(48%) and is also one of those willing to pay one On average 49% of respondents in the region
of the highest prices in the region (US$ 29 per manifested travelling at least once a year. Of these,
month). 37% say they have used the Mobile Telephony service
5 countries record average prices under US$ 20: during their trips. This percentage rises in most
Jamaica, Uruguay, Argentina, Ecuador, and El countries in the segment of men from 31 to 45 years
Salvador. old and women in the same age range.

Use of Mobile Telephony by country (travellers)
4.1. Population that travels at least once a year

At a regional level, 49% of respondents manifested
that they travel at least once a year. Twenty one
percent of the population travel once a year, 13% does
so twice, 7% travel 4 times a year, 4% does so once a
month, 2% travel twice a month while the remaining
2% travel every week.

Table 4.1.1. Region: Percentage of the population that travels at
least once a year by country

As mentioned above, on average 37% of travellers at
a regional level use their mobile telephone. However,
the analysis by country marks important differences
in the use of the service in the region:

Brazil, in addition to being the country with the
most mobility in its population, is also the one
that most uses Mobile Telephony during trips,
with a rate of 84%. That is, 47 percentage points
more than the regional average and 72 percentage
points more than the country with the least use
of Mobile Telephony during trips (Ecuador).
Forty nine percent of the population at a regional In addition to Brazil, 3 other countries show rates
level travel at least once a year. of use in excess of 50%: Puerto Rico, Argentina
and Trinidad & Tobago.
Brazil is the country with the greatest rate of 3 countries record rates of use under 20%: Chile
mobility. Eighty two percent of respondents (15%), Costa Rica (15%) and Ecuador (12%).
manifested travelling at least once a year.
We have two countries with mobility rates in
excess of 60%: Venezuela (62%) and Puerto Rico
(62%).
We have 7 countries below the regional average
(49%): Guatemala, Argentina, Dominican
Republic, El Salvador, Ecuador, Trinidad &
Tobago and Jamaica.
Jamaica is by a large difference the country with
the lowest mobility, with only 19%.
Between Brazil (ﬁrst place) and Jamaica
(last place), there are 63 percentage points of
difference.



4.3. Reasons for not using Mobile Telephony during trips Table 4.4.2. Region: Services available when travelling

Reasons for not using Mobile Telephony during tris

At a regional level on average 36% of respondents
Of the 63% that mentioned not using the service, 41% manifested being aware of the services provided
state that they do not do so due to “lack of awareness”, to them by Mobile Telephony during trips. When
29% mention that “my provider does not provide asked about the speciﬁc services that they know are
the service”, 16% consider that the service “is very available to them during trips, 49% mentioned SMS
expensive”, 9% comment that “the handset does not and 12% MMS. That is, messaging services altogether
allow it” and lastly 5% say that they “do not know total 61%.
how to use it”.
After messaging, the services that were most
4.4. Mobile Telephony services available when travelling mentioned are: MP3 (6%), emails (6%), radio (5%),
games (4%), ringtones (4%) and chat (3%). These 6
Table 4.4.1. Region: Awareness of services available when services group 28% of responses.
travelling by country
The remaining services in no case exceeded 2% of
responses.

4.5. Number of calls made per trip

Table 4.5.1. Region: Number of calls per trip

At a regional level on average 36% of respondents that
use the mobile telephone when they travel manifested
being aware of the services available to them.

The regional analysis shows that in Brazil 90% of Thirty percent of travellers at a regional level (49%)
users of mobile telephones during trips state that that use Mobile Telephony service (37%) make
they are aware of the services that are available. between 1 and 2 calls per day. Those that make from
On the other hand, Jamaica and El Salvador 3 to 5 calls per day represent 27%, while in third place
are the only countries in the region where the we have those that make less than one call per day
awareness rate does not exceed 20%. with 16%, followed by those that make between 6 and
10 calls with 13%. Lastly, those that make over 11 calls
record 10%.



Table 4.5.2. Region: Number of calls per trip by Country variety of frequencies in the different countries
of the region and the lack of adjustment of
handsets.
Also frequently mentioned is the difficulty
in signing new agreements, especially with
countries in the European Union.
Lastly mentioned are issues related to dispersion
of the economic situation of countries: different
currencies, different per capita income, etc. (what
is cheap in one country is expensive in another).

5.1. Service that would affect you the most if it were to stop
working for a day

Table 5.1.1. Region: Service that would affect you the most if it
were to stop working for a day

At an analytical level by country we note the following
conducts:

Ecuador and Jamaica are the only countries in
the region where the conduct of most travellers
is to make less than one call per day.
In Argentina, Chile, Colombia, Costa Rica,
El Salvador, Guatemala, Mexico, Dominican
Republic and Trinidad & Tobago, most travellers
make between 1 and 2 calls per day.
From 3 to 5 calls per day is the conduct most
mentioned in Brazil, Panama, Paraguay, Peru,
Puerto Rico, Uruguay and Venezuela.

4.6. Use of Mobile Telephony during trips abroad (Roaming)

Based on a Study performed by Convergencia
Research for GSMA LA, the average rate of use of At a regional level the Mobile Telephone is the most
Roaming by users at a regional level is 3%.
valued service for users, being the one that would
The country that most uses Roaming is Paraguay affect them the most if it were to stop working for a
with a rate of 12%. day. The average rate at a regional level for Mobile
On the other hand the countries with the lowest Telephony is 40%. In second place we have the
recorded use are Brazil and Mexico with rates of Internet with 26%, followed by Fixed Telephony
2%. with 18% and lastly TV with 16% of responses.

The growth expectations for the service are great. In Table 5.1.2. Region: Service that would affect you the most if it
the last 3 years the growth rate at a regional level has were to stop working for a day by country
exceeded 100% in most of the countries. Regarding
the future, it is estimated that in the next 3 years the
growth should be between 15% and 20%.

Regarding the countries with which the Roaming
service is used most regularly, the different countries
in the region coincide in mentioning the United States,
bordering countries, and Spain and the European
Union in general.

When operators were consulted about the barriers
that interfere with the growth of the Roaming service,
those most mentioned have been:

Increased cost due to double taxation in the
country of origin of the call and the receiving
country. The tax that most affects is the Value
Added Tax.
The final cost for the user as a consequence of
international interconnection rates.
Another significant problem is posed by the


The analysis by country maintains the regional 6. Devices
tendency, but shows various particularities:
Except for Brazil and Chile, the rest of the countries All services in a single device or separate devices
in the region mention Mobile Telephony as the
service that most would affect them if it were to
stop working.
Although the regional average for Mobile
Telephony is 40% there are countries with even
higher rates: Puerto Rico and Dominican Republic
(both with 51%) and Paraguay (50%).
Others countries that mention Mobile Telephony
as the most significant service, show rates
significantly below the average. These are:
Argentina and Mexico (both with 31%), Colombia
(35%) and El Salvador (36%).
Brazil and Chile are the only countries in the region
that have mentioned the Internet as the service
that would most negatively affect them should
it stop working for a day. The rates recorded are
39% for Brazil and 32% for Chile.
Others countries that have chosen Mobile
Telephony as the most significant service, show
When asked about the services that can be provided
high rates mentioning the Internet service, similar
to those of Brazil and Chile. These are: Jamaica in different technological devices (PC, digital camera,
and Trinidad & Tobago (both 32%) and Guatemala telephone, MP3, video, etc.), 94% of respondents at a
30%. regional level, preferred that all of them could be used
In Brazil, TV is mentioned as the second most in a single device supporting multiple applications and
important service, followed by the Internet, with services.
a rate of 23%.
On the other hand, the 6% that stated that their
Table 5.1.3. Region: Assessment of Mobile Telephony by country preference would be to have different devices
depending on the service emphasized the reason
“when the device breaks down only one service is lost,
maintaining the rest”.

The results in the different countries maintain very
similar proportions to the regional average.

Three countries recorded rates in excess of 50%
regarding Mobile Telephony when asked which
service would affect them the most should it stop
working for a day. These are: Dominican Republic
(51%), Puerto Rico (51%) and Paraguay (50%).
Surprisingly, 5 of the countries that are regional
leaders from a macroeconomic point of view, but
also from the point of view of Mobile Telephony
in function of the amount of lines and penetration
are the ones that least place value on the service:
Colombia (35%), Mexico (31%), Argentina (31%),
Chile (26%) and Brazil (19%).


Latin America

Part III: Analysis by country

Part III: Analysis by country / Argentina

Argentina 1.3. Services that you do not use but would like to use
Table 1.3. Argentina:
1. Services Services that you do not use but would like to use

1.1. Most used Services

Table 1.1. Argentina: Most used services

Beyond the reasons for the “non-use”, 34% stated
Excluding voice, the most used service is SMS with that they were not interested in using any additional
48% of times mentioned. In second place we ﬁnd MMS service. However, 14% of the population would like to
with 11% and in third and fourth place we ﬁnd games browse Internet with their mobile telephone, followed
and MP3 with 7% and 6% respectively. by MP3 and video calls, with 9% each.

1.2. Most valued service 1.4. Reasons why you do not use the services that you would
like to use
When those surveyed were questioned regarding the
Table 1.4. Argentina:Reasons why you do not use the services
non-availability of which service would make them that you would like to use
change their mobile telephone operator, we observed
the importance of the SMS service for customers, with
68% of responses. This percentage is even higher than
the use of the service which represents 48% of total
times mentioned.

Twenty percent of the population considers that
except for voice service, there is no other service that
is so important that its unavailability would mean a
change of operator. SMS and “none” encompass 89%
of times mentioned.

These responses delve into the causes why customers
do not use the services that they effectively would
like to have. The reasons involving lack of knowledge
(“I do not know how to use it” and “unawareness”)
altogether total 36% making this the main reason. In
second place we have “the handset does not allow
it” with 20%. In third place the economic reasons
appear (“it is expensive”) with 9%. It is important to
emphasize that 24% of the population has mentioned
a large variety of different reasons grouped in the
graph under “Others”.



2. Mobile TV turn, 65% of them commented that the service is “not
attractive at all” (40%) or “unattractive” (25%). Among
2.1. Users with Mobile TV the reasons emphasized are “since I have broadband
at work it is just one more expense” and “I prefer to
In the more than 413 cases surveyed on the use of browse in the PC”,
Mobile TV there were only 6 affirmative answers.
This represents 1.5% of those surveyed. As additional Twenty five percent considers that the service is
information, we emphasize that all affirmative “attractive” (23%) or “very attractive” (2%). Among
responses were given by “men” in the “ABC1” the reasons emphasized are “having a faster and
segment. better quality service”.

2.2. Interest in hiring Mobile TV (non-users) 3.3. Use of Mobile Internet

Table 2.2. Argentina: Interest in hiring Mobile TV Twenty nine percent of respondents that are aware of
Mobile Internet have used the service at some time.
However, in the breakdown by gender and age, we
noted that men between 14 and 30 years of age are the
segment that most use it, with rates of 48% (14 to 19
years old) and 46% (20 to 30 years old). On the other
hand, none of the women surveyed 46 years old or
older have used the services.

3.4. Device for connecting to Mobile Internet (users)

In Argentina, 93% of persons that at some time
have used Mobile Internet did it using their mobile
telephone. Only 7% used it with a data card.

3.5. Preferred device to connect to Mobile Internet (users)

In spite of the fact that only 7% of the population
Seventeen percent of the population that do not use connected to Mobile Internet using a data card, 17%
Mobile TV considers that they would “surely hire” it emphasizes that this would be their preferred device
(4%) or would “probably hire” it (13%). On the other to use the service.
hand, there is 16% that have “not evaluated it”.
3.6. Time used (users)
2.3. Price you would be willing to pay for Mobile TV (non-users
that probably or surely would hire the service) Users stated average use of the service of approximately
34 minutes per day.
On average, non-users of the service that show a
willingness to hire Mobile TV would pay US$ 31.8 3.7. Interest in hiring Mobile Internet (non-users)
per month.
Table 3.7. Argentina: Interest in hiring Mobile Internet

3. Mobile Internet

3.1. Fixed Internet

In Argentina regardless of the device used, 48% of the
population connects to the Internet at home, 12% does
it from a booth and 10% at the office. Thirty percent of
the population does not connect. The 3 most popular
uses for the Internet are: “look for information” (22%),
“send and receive email” (21%) and “chat” (15%).


Fifty six percent of respondents manifested awareness
of Mobile Internet. Among men from 14 to 30 years
old affirmative responses exceeded 70%. On the other
hand, 73% of the ABC1 segment also had a positive Twenty three percent of non-users of the service
response. consider that they “surely would hire it” (4%) or that
they “probably would hire it” (19%). There is 15%
Forty four percent of respondents stated that they that say that they have not evaluated it, while 62%
were not aware of the Mobile Internet service. In considers the possibility of hiring it.


3.8. Place where you would use Mobile Internet (non-users 4.4. Mobile Telephony services available when you travel
that probably or surely would hire the service)
Table 4.4. Argentina: Services available when you travel
Of the total that would “probably hire” (19%) or would
“surely hire” (4%) Mobile Internet, 27% commented
that they would use it at home, 26% in public
thoroughfares, 21% in means of public transportation
and 21% at work. Only 5% mentioned other places.

3.9. Price that you would be willing to pay for Mobile Internet
(non-users that probably or surely would hire the service)

Non-users that show willingness to hire the service,
consider that on average, they would be willing to
pay, US$ 17.8 per month.


4.1. Percentage of the population that travels at least once a
year

Forty four percent of respondents indicated that they Forty percent of respondents that use their mobile
travel at least once a year, whether within the country telephone when they travel stated that they were
or abroad. aware of the mobile telephony services available to
them. Of them 60% mentioned SMS and 19% MMS.
Twenty one percent of the population travels once a
year, whereas 14% does so twice a year. There is 5% 4.5. Number of calls made per trip
that travels 4 times per year.
Table 4.5. Argentina: Number of calls per trip
The segments that travel the most are men 31 to 45
years old and women 14 to 19 years old.

4.2. Use of Mobile Telephony

Forty four percent of respondents in Argentina stated
that they travel at least once a year. Of these, 53% say
they have used their mobile telephone during trips.
This percentage rises to 70% in the segment of men
31 to 45 years old and to 59% in women in the same
age range.

4.3. Reasons for not using Mobile Telephony during trips

The forty seven percent that stated that they did not use
the service, in most cases mentioned “unawareness”
as a reason or else they considered that their mobile
telephony provider did not provide the service.
Fifty eight percent of travellers (44%) that use the
mobile telephony service during trips (53%), makes
between 1 and 2 calls per day. Those that make
between 3 and 5 calls per day represent 21%, while
those that make less than one call per day are in third
place with 9%.

4.6. Use of Mobile Telephony in trips abroad (Roaming)

Based on a Study performed by Convergencia
Research for GSMA LA, the average rate of use of
Roaming in Argentina by users is approximately 5%.




5.1. Service that would affect you the most if it stopped
working for a day

Table 5.1. Argentina: Service that would affect you the most
if it stopped working for a day

According to respondents the Mobile Telephone is the
service that would affect them the most if it stopped
working for a day with 31% of total responses.
In second place we ﬁnd the Internet with 27% of
responses followed by Fixed Telephony with 23%
and Television with 16%. Only 3% of the population
mentioned another service.

6. Devices

When asked regarding the services that can be
provided in different technological devices (PC,
digital camera, telephone, MP3, video, etc.), 89% of
the population stated their preference that all of them
could be used in a single device supporting multiple
applications and services. All segments coincided
that among the beneﬁts of this is the practicality of
concentrating services due to comfort and weight.

On the contrary, the 11% that preferred having
different devices for each service, emphasized as
a reason that when a device breaks down only one
service is lost, and the rest are maintained.


Part III: Analysis by country / Brazil

Brazil 1.3. Services that you do not use but would like to use

1. Services Table 1.3. Brazil:
Services that you do not use but would like to use

Table 1.1. Brazil: Most used services

Beyond the reasons for “non-use”, 48% stated that
they were not interested in using any additional
service. However 10% of the population would like to
Excluding voice, the most used service is SMS with 39% use Mobile TV, followed by MP3 and browse Internet
of times mentioned. In second place we have “none” services with 9% and 8% respectively. These are the
with 14%. In third and fourth place respectively, we services that could have the greatest possibility of
have MP3 and radio with 10% and 8%. demand.

1.2. Most valued service 1.4. Reasons why you do not use the services that you would
like to use
When respondents were asked regarding which
service if it were not provided would make them Table 1.4. Brazil: Reasons why you do not use the services
change mobile telephony operator, we evidenced that you would like to use
the importance of SMS for customers with 40% of
responses.

Thirty four percent of the population considers that
except for voice service, there is no other service that
would be of such importance as to lead to a change
of operator. Eighteen percent of the population did
not answer.

In this case there is also a great vari
ety of responses to such a point that the heading
“others” came in ﬁrst with 43%. In second place, with
22% we have “unawareness”, followed in third place
by “my handset does not allow it” with 21%. Economic
reasons are located in fourth place with 7%.


Part III: Analysis by country / Brazil

2. Mobile TV 2.7. Attitude regarding advertising (users)

2.1. Users with Mobile TV Sixty six percent of Mobile TV users consider that
they would accept advertising if this would lead to a
Of the 403 cases asked about the use of Mobile TV, 34 decrease in the cost of the service.
of them mentioned having the service. This represents
8% of respondents. In this manner, Brazil is in second 2.8. Interest in hiring Mobile TV (non-users)
place in the region with greatest penetration of the
Table 2.8. Brazil: Interest in hiring Mobile TV
service, following Venezuela.

2.2. Opinion regarding Mobile TV service (users)

Table 2.2. Brazil:
Opinion regarding Mobile TV service(users only)

Thirty six percent of the population that are non-
users of Mobile TV consider that they would “surely
hire” (27%) or “probably hire” (9%) the service. There
is 53% of the population that “surely would not hire
it” (46%) or “probably would not hire it” (7%). Eleven
When users with Mobile TV were asked their opinion percent have not evaluated it.
in respect to the service, 68% coincided in their
interest in it. For 59% it is “very interesting”, whereas 2.9. Price you would be willing to pay for Mobile TV (non-users
the remaining 9% considers that it is “interesting”. that probably or surely would hire the service)
Twenty nine percent of the total is of the opinion that
On average, non-users of the service showing
the service is “not interesting at all”.
willingness to hire Mobile TV would pay US$ 21.2
per month.
2.3. Content consumed (users)

Thirty seven percent mentioned news, followed 3. Mobile Internet
by sports and movies and series with 25% and 20%
respectively. 3.1. Fixed Internet

2.4. Place of use (users) In Brazil regardless of the device used, 49% of the
population connects to the Internet at home, 20%
Regarding the physical place in which users use does so from the ofﬁce and 11% from a booth. Twenty
the service, 30% mentioned public thoroughfares, percent of the population does not connect. The
followed by public transportation with 27%, work three most popular uses for the Internet are: “look for
information” (20%), “send and receive email” (19%)
with 25%, home with 8% and other places the
and “read newspapers” (13%).
remaining 10%.
2.5. Payment system (users)
Eighty four percent of respondents said they were
Regarding the payment system, 61% stated that they aware of Mobile Internet. Among men and women 14
hire the service by subscription, while 24% does the to 19 years old afﬁrmative responses exceeded 94%.
same by program. The remaining 15% mentioned
other payment systems. Sixteen percent of respondents stated that they were
not aware of the Mobile Internet service. In turn
2.6. Time used (users) 68% of those responded that the service seems “not
attractive at all” (51%) or “unattractive” (17%). Most
Users stated average use of the service at approximately of those with a negative opinion of the service prefer
to use a desk PC to connect.
53 minutes per day.
The 27% that considers the service “attractive” (9%) or
“very attractive” (18%) stated that the main virtue of
the service is to be able to connect anywhere.


Trends for New Mobile Telephony Services in Latin America and the Caribbean

Trends for New Mobile Telephony Services in Latin America and the Caribbean

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