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Latin American Mobile Content Services Markets
Frost & Sullivan, July 2006
This Frost & Sullivan research service titled Latin America Mobile Content Services Markets provides an overview of the mobile content markets in Argentina, Brazil, Chile, Colombia, Mexico, and Venezuela. This analysis also highlights trends that may impact the current status of the market. In this study, Frost & Sullivans expert analysts thoroughly examine the following services markets: mobile music, games, images, videos, and mobile information.
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
- Mobile music
- Mobile games
- Mobile images
- Mobile video
- Mobile information
- Market Overview
Saturation of Voice Services Drives Growth of Mobile Content Services
In the initial years of the new millennium, the mobile telephony services market in Latin America developed at a very rapid pace. 'Initially, voice service was the main driver of this market, however, similar to regions such as North America, Europe, and Asia, this changed,' according to the analysts of this study. 'As mobile telephony developed, mobile data services started gaining importance and began to be considered the main high profitability hope to many mobile operators.' This was primarily due to the saturation of voice revenues. Although messaging is still the main mobile data revenue source, mobile content services contribute significantly to the operators’ revenues.
The Latin American mobile content services markets experienced an outstanding growth in 2005, with a 120.5 percent hike from 2004. This is an outcome of mobile operators’ efforts in fostering data services revenues. Mobile operators shifted their focus to data services, as they did not expect the rapid growth that voice traffic has experienced over the last few years. In 2005, the mobile content services’ revenues represented 1.5 percent of the total mobile telephony revenues and the number of mobile content users was 46.4 million, or 26.0 percent of the total number of mobile subscribers.
Affordability and Accessibility of Handsets to Drive Uptake of Mobile Content Services
Mobile voice revenues per user is not expected to sustain the high growth trends observed in Latin America over the last years. As a result, mobile operators’ have been investing their efforts in pushing the data services markets in order to increase mobile subscribers’ average revenue per user (ARPU). Though messaging is still the main mobile data service market, mobile content service has been developing very fast.
'Despite the apparent benefits, the mobile content market is still limited by the fact that not all handsets are capable of running all mobile content services, especially games and video,' explain the analysts. 'However, these handsets are likely to become more affordable and accessible, thereby increasing the addressable market size.' Moreover, increasing awareness in users about the capabilities of their own handsets and services available is expected to be a main market driver.
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