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Number Portability in Latin America - Market Insight
Frost & Sullivan, Oct 2007, Pages: 10
Latin America Expects High Market Activity as Number Portability Enters the Region
Chile, Colombia, and Panama are joining Brazil, the Dominican Republic, Mexico, and Peru on the number portability (NP) bandwagon, as this service is beginning to find many takers in Latin America. With every country planning to implement NP, the question is which operator will take the lead in terms of marketing strategy. Market participants are gearing up to meet rising market demands, especially in the first year and a half of NP implementation. This period is expected to be the most critical, as this is when enthusiastic clients are likely to switch providers the most. Both current market participants and entrants need to be well-equipped with strategies to capitalize on the opportunities NP market will open up to them.
Existing market participants try to gain a strong foothold in the market by offering value-added products and higher quality of service to customers. However, the aggressive strategies of new entrants pose major threat to market leaders. In an effort to penetrate the market, they lure away market leaders’ clientele by offering lower-priced products. 'Therefore, both established vendors, as well as new entrants should implement defense and attack strategies such as branding, attractive product offerings and pricing plans, along with good network quality and coverage,' notes the analyst of this research service. 'Those playing defense will need to fine-tune their customer relationship management (CRM) and front-end and target initiatives at clients that are more open to change.'
NP - A Healthy Way to Foster Competition and Prevent Market Stagnation
Although NP makes clients more sensitive to quality, service, and price issues, it does not generate churn in itself. The main purpose of introducing NP is to foster competition and prevent market stagnation. As the service allows consumers of major markets to retain their numbers when switching providers, it makes the service provider market keenly competitive.
'The complexity of NP implementation, coupled with the need for high investments to set up networks systems and processes, forces operators to focus mainly on sorting technical and financial issues,' cites the analyst. 'Participants need to start thinking in terms of marketing strategy in order to face the potential impact of NP and to stand out from the rest in the market.'
This Frost & Sullivan research service titled Number Portability in Latin America provides a comprehensive assessment by outlining key market drivers and restraints and market trends. In this research service, Frost & Sullivan's expert analysts thoroughly examine the fixed and mobile number portability markets.
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