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Latin America Telecom Insider / Vol. 2, No 4, Edition 7 - Mobile Number Portability May Trigger Big Changes in Latin American Markets
Pyramid Research, Inc., July 2010, Pages: 20
Mobile number portability represents both a threat and an opportunity for operators in Latin America. Which one it is depends on a given operator's ability to anticipate customer needs and to offer services that have more value to them, according to a new report.
Mobile Number Portability May Trigger Big Changes in Latin American Markets explores the reasons for regulators to implement portability and the approach that operators of different sizes have taken to cope with MNP. It also examines the impact that the measure has in the market, the strategic approaches taken by small and large operators and their outcomes.
Pyramid believes any operator can benefit from Mobile Number Portability (MNP). 'For many operators, the main source of revenue growth is the acquisition of new clients, but as mobile penetration reaches high levels in many Latin America markets, finding new clients becomes more and more difficult,' says Juliana Gomez, Analyst at Pyramid Research, and author of this report. 'In these circumstances, MNP becomes an important consideration because it allows customers to churn between networks.'
'In a market that is reaching saturation, the best way to grow is either by stealing clients from your competitors or by taking your customers to the next level by increasing the usage of data services,' Gomez says. 'MNP levels the playing field, giving all market players a relatively equal opportunity to acquire customers as it shifts the battle to a more strategic ground; this enables operators to compete with better market tools, such as service.'
Key findings
- Implementation of MNP across Latin America is inevitable. MNP is a worldwide trend that regulators view as a way to increase competition and that customer see as a basic telecom right. Pressure is building on regulators in Latin America to implement the measure.
- The benefits from MNP don’t depend on the size of the operator. Thanks to their network, brand equity and financial resources, market leaders might be better suited for MNP in the long run, but smaller players and new entrants can benefit in the early stages and create niche markets of their own.
- MNP in itself doesn’t change the structure of the market. The impact of MNP depends on the actions that operators take, motivated by the belief that MNP changes the market.
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