Telefonica is engaged in developing its big-screen mobile broadband offering. It is generally being offered as a complement to its fixed broadband offerings as a bundled service, but to some extent is being utilised as a new revenue stream where no fixed lines are available. This case study highlights Telefonica Chile's key strategies and challenges.

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Telefonica Chile: mobile broadband case study
Published on April 2010
Report Summary
Telefonica is engaged in developing its big-screen mobile broadband offering. It is generally being offered as a complement to its
fixed broadband offerings as a bundled service, but to some extent is being utilised as a new revenue stream where no fixed lines are
available. This case study highlights Telefonica Chile's key strategies and challenges.
Table of Content
Executive summary
In a nutshell
Key messages
Ovum View
Telefonica Chile's strategy
Mobile broadband offered as a complement to fixed
Mobile broadband go-to-market strategy
Overview
Fixed broadband customers
New mobile broadband customers
Bundled hardware
Mobile customers
Segmentation
Sales channels
Mobile broadband pricing strategy
Overview
Competitor pricing
Fixed alternatives
Promotions/marketing
The impact of mobile broadband
Growth in mobile broadband in line with Telefonica's expectations
Critical success factors
Spectrum an issue for all players in the market
Telefonica Chile's technology solution
Telefonica's mobile broadband strategy is built on WCDMA and HSPA
Where next for Telefonica Chile'
Competition for customers will remain tough
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List of Tables
Table 1: Telefonica mobile pricing in Chile
Table 2: Comparable mobile broadband pricing in Chile
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