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Argentina Broadband & Internet Services Markets
Frost & Sullivan, Oct 2003
Internet and Broadband Adoption Gains Momentum in Argentina
The Argentine Internet and broadband access market is on the threshold of entering a new growth phase in 2004. Increasing awareness from alternative business approaches such as free access and public access is propelling Internet and broadband into the mainstream, despite a dismal economic and political climate. However, service providers need to overcome challenges such as inadequate disposable income and low penetration of personal computers in households to maintain this new-found momentum. Favorable government regulations are likely in the near future and this, in turn, is expected to add a few sparks to this fiercely competitive open market, which will eventually contribute to greater market growth.
This research examines the Argentine market for traditional (dial-up) and broadband Internet services such as asymmetric digital subscriber line (ADSL), cable modem, and others - integrated services digital network (ISDN), wireless, and satellite. It also provides information on the level of broadband Internet evolution and competitive landscape, which includes Internet service providers (ISPs), telecommunications companies, and cable operators.
Indirect Marketing Channels to the Fore
Leveraging on existing reputation and customer relationships, distributors of Internet and broadband services such as Netizen have successfully established large customer bases for broadband Internet. Similarly, telecom and cable operators have also cashed in on their vast installed base for attracting potential broadband customers. These participants have largely benefited from not having to spend a great deal on acquisition of new customers.
Strategic alliances among ISPs, cable operators, and media groups are likely to decide the winners and losers for broadband Internet, opines the analyst. Apart from alliances, aggressive pricing and marketing and bundling strategies are also likely to play a critical role in market success.
Commoditization of Broadband is on the Cards
The direct migration of subscribers of free access accounts to broadband solutions is highly unlikely in the short term, that too, without previously signing for a paid dial-up service, comments the analyst. However, this is possible, in the middle to long term, as inexpensive versions of ADSL and cable modems proliferate in the market. These developments are likely to increase the transparency of different broadband solutions and result in their commoditization in the coming years. This means that only pricing and service quality will serve as trump cards for participants to influence end users decision making, particularly that of residential customers.
Always On broadband will be the most common feature demanded by most households and basically, residential users will be indifferent in their preferences toward ADSL and cable modem services. On the other hand, business customers, especially small and medium enterprises, are likely to be inclined toward ADSL. This is primarily due to the superior quality of service and performance such as mobility and flexibility of ADSL besides having the advantage of broader coverage than cable modems.
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