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The Naked Truth:
The World is only one. From the Speed concept of the 90´s to the Dizzy flow of the third millenium. Made with passion by Tag ideation Buenos Aires for McCann friends.
Prologue In 2009, Mccann Worldgroup embarked on some business research that began quite routinely but would possitively end up reshaping our thinking about communications in the digital age through mobile devices. As part of our strategic Planning Process, we sought to understand news of the topic and conssumption patterns in 3 countries of SouthAmerica :
Argentina Brasil Chile For Certain, we had a different retreat coming up, and we need something more exciting. We do believe in field study and in ethnography as the closest way to enlarge a complete preview, because in the end, it is proved to be as transformative as it is fun. But we also know the time factor was against us, in this beginning internal period. So, this report but specially this groupworks towards the client, is a clear sample of the way Tag feels the passion of deep messages, and the way we think our vission has to be shown. Mainly, because nothing´s more Wiki and team oriented than Viruses.
Mission 00Tag.
Miami-Based offices conducted us to begin a competitive and cultural preview paper, focused on The Mobile Consumption Habits in South Cone Lat Am region.
Objective
The drive for this research: a significant shift in tech consumption behavior is taking place since that old and ugly brick-sized aparatus created to make and receive phonecalls as the begining of this endless pathway of Worldwide Communications.
Insightfull outsiders.
Tag as a Think Tank that focus its job into Younger consumers, ages 18-40. (Spiritually talking, of course) These guys, we all know this, are not only less reliant on the newspaper to get their news but they are multitask and wide open to a diverse of different platforms and sources, 24/7. And this shift is triggering adjustments, even revolutions, at media companies in every part of the world. Worldwide, but particularly in the region, context help in gaining a deeper and more holistic understanding of how people link virtual and real life or what we rename “The NN Side of Life” (nor virtual neither real 100%, but a sinergy Joint of both).
Prologue In 2009, Mccann Worldgroup embarked on some business research that began quite routinely but would possitively end up reshaping our thinking about communications in the digital age through mobile devices. As part of our strategic Planning Process, we sought to understand news of the topic and conssumption patterns in 3 countries of SouthAmerica :
Argentina Brasil Chile For Certain, we had a different retreat coming up, and we need something more exciting. We do believe in field study and in ethnography as the closest way to enlarge a complete preview, because in the end, it is proved to be as transformative as it is fun. But we also know the time factor was against us, in this beginning internal period. So, this report but specially this groupworks towards the client, is a clear sample of the way Tag feels the passion of deep messages, and the way we think our vission has to be shown. Mainly, because nothing´s more Wiki and team oriented than Viruses.
Mission 00Tag.
Miami-Based offices conducted us to begin a competitive and cultural preview paper, focused on The Mobile Consumption Habits in South Cone Lat Am region.
Objective
The drive for this research: a significant shift in tech consumption behavior is taking place since that old and ugly brick-sized aparatus created to make and receive phonecalls as the begining of this endless pathway of Worldwide Communications.
Insightfull outsiders.
Tag as a Think Tank that focus its job into Younger consumers, ages 18-40. (Spiritually talking, of course) These guys, we all know this, are not only less reliant on the newspaper to get their news but they are multitask and wide open to a diverse of different platforms and sources, 24/7. And this shift is triggering adjustments, even revolutions, at media companies in every part of the world. Worldwide, but particularly in the region, context help in gaining a deeper and more holistic understanding of how people link virtual and real life or what we rename “The NN Side of Life” (nor virtual neither real 100%, but a sinergy Joint of both).
At a Glance, topics from around the Globe.
In this Scenario, *Copyright´s dead: (Sharing experiences are on the edge) *Mass Traditional Media will be no longer as in the present. *Content matters more than Media. (in Twitting we trust)
Future devices for Present Memorabilia: God save the 80´s, The Wall of Pink Floyd and Democracy.
Today, news is no longer simply delivered, in a one-way transaction,. Communications are now 2 way, and news is widely shared among consumers themselves.
Like God, cell phone´s are Omniprescent: Mobile Business represent more than 4000 million operating devices all over the Globe.
The chain is no longer a chain: it mutate into a dynamic net of intercomms and enlarge the democracy of sharing all over.
So, understanding the dynamic of this new environment and creating mechanisms to enable better search and sharing, will harness the power of this emerging social currency: Creativity.
Google, Microsoft and MIT leaders predicted: “the future decade is about Mobile investment. Internet has already turned into a first necessity outdoors. Like credit card.”
That´s why youth matters: Boys and Girls gained control over where, when and how they consume what from who.
John Marcoff, WSJ journalist specialized in techsphere and Sillicon Valley oriented, defined Mobile Phone as the Computer of the Obiquity:
Let´s admit it: they have the entire control.
Dear all, future´s about relationships. Emotions. With no content in the inside no interest on the outside. We all get sick and tired about superficiality, basically because, from Dolly ship onwards, science demonstrated us the “copy/paste” phenomenon. Not something new but something unique is the Challenge nowadays.
Communications is everything: because is the most human way to avoid distances. Lies Sucks. And Misteries do not have so much space than in the older times. Every-
thing is an output itself. That´s why connecting is a key factor nowadays. No Internet is being need if nobody needs to be shown or contact
and as Levi Strauss said: “human, as a social animal before than a living animal”.
At a Glance, topics from around the Globe.
In this Scenario, *Copyright´s dead: (Sharing experiences are on the edge) *Mass Traditional Media will be no longer as in the present. *Content matters more than Media. (in Twitting we trust)
Future devices for Present Memorabilia: God save the 80´s, The Wall of Pink Floyd and Democracy.
Today, news is no longer simply delivered, in a one-way transaction,. Communications are now 2 way, and news is widely shared among consumers themselves.
Like God, cell phone´s are Omniprescent: Mobile Business represent more than 4000 million operating devices all over the Globe.
The chain is no longer a chain: it mutate into a dynamic net of intercomms and enlarge the democracy of sharing all over.
So, understanding the dynamic of this new environment and creating mechanisms to enable better search and sharing, will harness the power of this emerging social currency: Creativity.
Google, Microsoft and MIT leaders predicted: “the future decade is about Mobile investment. Internet has already turned into a first necessity outdoors. Like credit card.”
That´s why youth matters: Boys and Girls gained control over where, when and how they consume what from who.
John Marcoff, WSJ journalist specialized in techsphere and Sillicon Valley oriented, defined Mobile Phone as the Computer of the Obiquity:
Let´s admit it: they have the entire control.
Dear all, future´s about relationships. Emotions. With no content in the inside no interest on the outside. We all get sick and tired about superficiality, basically because, from Dolly ship onwards, science demonstrated us the “copy/paste” phenomenon. Not something new but something unique is the Challenge nowadays.
Communications is everything: because is the most human way to avoid distances. Lies Sucks. And Misteries do not have so much space than in the older times. Every-
thing is an output itself. That´s why connecting is a key factor nowadays. No Internet is being need if nobody needs to be shown or contact
and as Levi Strauss said: “human, as a social animal before than a living animal”.
At a Glance, topics from So.Co.
What I want Vs. What I need (but mainly, what I can pay for) Pyramid base represents half of the latam population*
We made some Q&A among 30 Buenos Aires resident people 18/30 year old and found something:
“Night Fever Night Mobile”
It seems to be some kind of relationship between JoySearchers and Tech Passion. People who prefer staying in home looked more resistant to the constant flow of technology, while others enjoyed
it more and interprete the mix of both party and connection. 25 of the 30 consumers said they would choose another Mobile device than the one thay have actually. (i do not need more, in fact. Its a wannahave Project”, they all agree) Iphone was the one 23/25 chosen. N96 and Blackberry was the others selected.
(South Cone).
The Digging into culture Fever. We are GloCal (Global+Local) Things are not so different between young people from all over. And although South America is culturally clustered into an idiomatic Sphere and economic boundaries, consumers of the region does not allow themselves to stay backwards in the technology race. Due to the huge comunication
Almost everybody we talked with, said that cell phone changed their lives in a possitive way. Mobile phone service is accessible to all the socioeconomic levels and age groups, penetrating in the market over the 105%, what means there are more mobile phone lines than citizens. The access to new technologies proves to be permeable in the youngest segments. YoSo´s. (Young & Social) “I´ve got the power: my $$, my beauty, my ambition”
needs, People expressed that technology help daily, and make easy to encourage modern intensity, competence and stress, that kind of “in the move feeling” at the time they combat lonelyness and ego of big cities.
ID/Profile 18-30 year -old connected socializers. Spontaneous. Optimistic and energetic, they like to embrace new people and are never without their
phone. Multitasking is second nature for them. Never loose a moment of connection (conectivity life). They prefer texting over calling: because enables constant Communications with more people at the same time. While Talking is limiting, texting and social networking go hand on hand to keep permanently in touch with fellows.
Why? From ages 18 to 24 they said: *Being always conected *Be the hub of my Group of Pals. (10/30 said, connecting is a way of “being with friends”) *Advance in the Tech Carrier, always on the Edge. Fashion. Get the Look. *Engage with others, make new friends, never be alone and party on.
Highlight: They perceived the phone as a social amplifier. “I need a cool phone that is MY tool for socializing.” From ages 25 to 30 they said *Get my mail always available *Take Photos and flickr them/Filming. *Listen to music (oldies included in my unique playlist.) & Fm Radio Highlight: “The multigadget Mobile Device gives me the ‘high on life’ feeling at the time i get my degree and upgrade through the job universe”
50 % of women (15) on the Survey, linked fun time with relaxing moments. The other half, completely opposite, they engaged fun breaks with exercising and fitness. Buzzing on what´s on The Region Value Chain: Nothing really Matters: Mobiles´all we need. Curiosity+Organization+Flirting+F amily+Power+Rivalry+Fame+Social Status+Empowerment+Fitness+Uni que+Glam+Love+Contact+Infinity +Experience
At a Glance, topics from So.Co.
What I want Vs. What I need (but mainly, what I can pay for) Pyramid base represents half of the latam population*
We made some Q&A among 30 Buenos Aires resident people 18/30 year old and found something:
“Night Fever Night Mobile”
It seems to be some kind of relationship between JoySearchers and Tech Passion. People who prefer staying in home looked more resistant to the constant flow of technology, while others enjoyed
it more and interprete the mix of both party and connection. 25 of the 30 consumers said they would choose another Mobile device than the one thay have actually. (i do not need more, in fact. Its a wannahave Project”, they all agree) Iphone was the one 23/25 chosen. N96 and Blackberry was the others selected.
(South Cone).
The Digging into culture Fever. We are GloCal (Global+Local) Things are not so different between young people from all over. And although South America is culturally clustered into an idiomatic Sphere and economic boundaries, consumers of the region does not allow themselves to stay backwards in the technology race. Due to the huge comunication
Almost everybody we talked with, said that cell phone changed their lives in a possitive way. Mobile phone service is accessible to all the socioeconomic levels and age groups, penetrating in the market over the 105%, what means there are more mobile phone lines than citizens. The access to new technologies proves to be permeable in the youngest segments. YoSo´s. (Young & Social) “I´ve got the power: my $$, my beauty, my ambition”
needs, People expressed that technology help daily, and make easy to encourage modern intensity, competence and stress, that kind of “in the move feeling” at the time they combat lonelyness and ego of big cities.
ID/Profile 18-30 year -old connected socializers. Spontaneous. Optimistic and energetic, they like to embrace new people and are never without their
phone. Multitasking is second nature for them. Never loose a moment of connection (conectivity life). They prefer texting over calling: because enables constant Communications with more people at the same time. While Talking is limiting, texting and social networking go hand on hand to keep permanently in touch with fellows.
Why? From ages 18 to 24 they said: *Being always conected *Be the hub of my Group of Pals. (10/30 said, connecting is a way of “being with friends”) *Advance in the Tech Carrier, always on the Edge. Fashion. Get the Look. *Engage with others, make new friends, never be alone and party on.
Highlight: They perceived the phone as a social amplifier. “I need a cool phone that is MY tool for socializing.” From ages 25 to 30 they said *Get my mail always available *Take Photos and flickr them/Filming. *Listen to music (oldies included in my unique playlist.) & Fm Radio Highlight: “The multigadget Mobile Device gives me the ‘high on life’ feeling at the time i get my degree and upgrade through the job universe”
50 % of women (15) on the Survey, linked fun time with relaxing moments. The other half, completely opposite, they engaged fun breaks with exercising and fitness. Buzzing on what´s on The Region Value Chain: Nothing really Matters: Mobiles´all we need. Curiosity+Organization+Flirting+F amily+Power+Rivalry+Fame+Social Status+Empowerment+Fitness+Uni que+Glam+Love+Contact+Infinity +Experience
Top 3 *Newest thing people are doing/buying
*Latest topic of conversation when hanging out?
*How you use your cell phone (extra calling)
1. IPhone 2. CellPhones 3. Apparel
Gossip/Other People Fashion Sports
texting taking photos listen music
*Company with the most innovative product
*Fav tipe of music *Coolest tech gadget
*How do you describe your personal style
1. Apple (multitask) 2. Blackberry (edge) 3. Nokia (music)
Iphone MacBook Blackberry
urban provocative cool
*Mobile you bought because advertising
*Favorite tech gadget you own
Nokia N95 BlackBerry Storm Samsung
CellPhone Digital Camera Wii
*What do you usually do when you go out with friends?
*Websites you check every day
Eat Hang out/Talk Drink
Newspapers Facebook Google
Top 3 *Newest thing people are doing/buying
*Latest topic of conversation when hanging out?
*How you use your cell phone (extra calling)
1. IPhone 2. CellPhones 3. Apparel
Gossip/Other People Fashion Sports
texting taking photos listen music
*Company with the most innovative product
*Fav tipe of music *Coolest tech gadget
*How do you describe your personal style
1. Apple (multitask) 2. Blackberry (edge) 3. Nokia (music)
Iphone MacBook Blackberry
urban provocative cool
*Mobile you bought because advertising
*Favorite tech gadget you own
Nokia N95 BlackBerry Storm Samsung
CellPhone Digital Camera Wii
*What do you usually do when you go out with friends?
*Websites you check every day
Eat Hang out/Talk Drink
Newspapers Facebook Google
The library. Desk research for:
Argentina, Brasil, Chile
The library. Desk research for:
Argentina, Brasil, Chile
Silence = the new Noise.
privacy and indoors are cool: Wii are Family.
Silence = the new Noise.
privacy and indoors are cool: Wii are Family.
Mobile allows everybody to get into technology. Plenty of functions, Category grew regionally specially into the past two years. Almost half of So.Co clients, described their phone as complete, but old.
merica is like this: from grandson to grandpa, each family members own one. The difference relies in the Way each one uses it: tweens & youngs, building themselves, Old guys just keeping posted.
Cell Phones are the First really massive tech in history. It´s no longer just for a few. Nor elites, neither jetsetters, but for all, even in LatinA-
That´s why privacy and emotions are keywords and are strictly related with the way each user customize the device.
In Brasil 80% of children between 10 and 18 years, has a cellphone and they say it is a safety matter.
In Argentina 3% of the 15 millions cellphones are in student´s hands
In Argentina and Chile, textimg is fever (...) that affects social slang.
In Bzl, TV is the most important family entertainment
Into the Device.
(it is expected 140 million SmarthPhones in LaTam Region for 2014) SmartPhones Business in Argentina is about 365000 units aprox: this represent a 170% of grewth since the 135000 of 2007
Parents and kids are closer. With the crisis on the rise, everybody´s re-evaluating what makes them happy and healthy. Security´s another issue.
Market Share: Nokia is leading, with 44% of the PieChart. Blackberry is following (24%) and quite far away comes Motorola, with (15%) SmPhns Category is divided in two. *Pro Leader: BlackBerry (52%) and follower Motorola (35%)
93% of Chilean say that Mobile Phone is a Full of emotions device!
Facebook, Flikr, Twitter & Msn: mort relevant in Bzl than in Argentina (30 % Vs. 8%)
Gadgets: Business Apps, Messaging, Qwerty *Multimedia Leader: Nokia (70%) and follower IPhone **(20%) Gadgets: Camera, Browser, Music Player and TouchScreen Panel.
Rock Rock and roll is dead dead
Mobile allows everybody to get into technology. Plenty of functions, Category grew regionally specially into the past two years. Almost half of So.Co clients, described their phone as complete, but old.
merica is like this: from grandson to grandpa, each family members own one. The difference relies in the Way each one uses it: tweens & youngs, building themselves, Old guys just keeping posted.
Cell Phones are the First really massive tech in history. It´s no longer just for a few. Nor elites, neither jetsetters, but for all, even in LatinA-
That´s why privacy and emotions are keywords and are strictly related with the way each user customize the device.
In Brasil 80% of children between 10 and 18 years, has a cellphone and they say it is a safety matter.
In Argentina 3% of the 15 millions cellphones are in student´s hands
In Argentina and Chile, textimg is fever (...) that affects social slang.
In Bzl, TV is the most important family entertainment
Into the Device.
(it is expected 140 million SmarthPhones in LaTam Region for 2014) SmartPhones Business in Argentina is about 365000 units aprox: this represent a 170% of grewth since the 135000 of 2007
Parents and kids are closer. With the crisis on the rise, everybody´s re-evaluating what makes them happy and healthy. Security´s another issue.
Market Share: Nokia is leading, with 44% of the PieChart. Blackberry is following (24%) and quite far away comes Motorola, with (15%) SmPhns Category is divided in two. *Pro Leader: BlackBerry (52%) and follower Motorola (35%)
93% of Chilean say that Mobile Phone is a Full of emotions device!
Facebook, Flikr, Twitter & Msn: mort relevant in Bzl than in Argentina (30 % Vs. 8%)
Gadgets: Business Apps, Messaging, Qwerty *Multimedia Leader: Nokia (70%) and follower IPhone **(20%) Gadgets: Camera, Browser, Music Player and TouchScreen Panel.
Rock Rock and roll is dead dead
CellPhone use: Q data.
.ar 3 Players:
Movistar was leader in the market since it launching but during 2008 Claro has a bigger growths (35,7%). Now adays Movistar is 35,1% and Personal 29,2% The market has this 3 players and a 4th (Nextel) in a small segment and with a different technology (iDEN). Is a trunking operator with a niche strategy only oriented to companies.
Launching date: 2005 (Fusion of Unifon+Movicom BellSouth) Is a company member of Spanish group Telefonica. It has a notorious launch in Argentina and a successful growth strategy by acquisition but now a day the company is defending and supporting it database of clients in front of the aggressive market competition.
Launching date: in the north region of the country in 1996 and 1999 for all the country. The company has more than 12 million clients in the country being a solid 3rd placer with a growth strategy with value and focus in the national presence consolidation. The company is part of the Grupo Telecom Argentina and is a local operator with presence in Paraguay too. The group is formed by Italian stakeholders (Telecom Italy) and Argentinean stakeholders (Grupo Werthein).
Launching date: 2008 (until that date it was CTI Movil) By the end of March 2008 the company changed it identity but it continues with the aggressive strategy to catch clients that it used to had when it was CTI Movil. During 2006 and 2007 that strategy took the company near the top of the category (leading by MoviStar) and in 2008 Claro finally won the game. The company is part of the Grupo América Móvil, leading by Carlos Slim. It’s a regional operator with presence in USA too. In Mexico the same company is named TelCel. Claro has demonstrated commercial aggressively too in terms of point of purchase. They are all over the country with a huge presence in bigger towns.
CellPhone use: Q data.
.ar 3 Players:
Movistar was leader in the market since it launching but during 2008 Claro has a bigger growths (35,7%). Now adays Movistar is 35,1% and Personal 29,2% The market has this 3 players and a 4th (Nextel) in a small segment and with a different technology (iDEN). Is a trunking operator with a niche strategy only oriented to companies.
Launching date: 2005 (Fusion of Unifon+Movicom BellSouth) Is a company member of Spanish group Telefonica. It has a notorious launch in Argentina and a successful growth strategy by acquisition but now a day the company is defending and supporting it database of clients in front of the aggressive market competition.
Launching date: in the north region of the country in 1996 and 1999 for all the country. The company has more than 12 million clients in the country being a solid 3rd placer with a growth strategy with value and focus in the national presence consolidation. The company is part of the Grupo Telecom Argentina and is a local operator with presence in Paraguay too. The group is formed by Italian stakeholders (Telecom Italy) and Argentinean stakeholders (Grupo Werthein).
Launching date: 2008 (until that date it was CTI Movil) By the end of March 2008 the company changed it identity but it continues with the aggressive strategy to catch clients that it used to had when it was CTI Movil. During 2006 and 2007 that strategy took the company near the top of the category (leading by MoviStar) and in 2008 Claro finally won the game. The company is part of the Grupo América Móvil, leading by Carlos Slim. It’s a regional operator with presence in USA too. In Mexico the same company is named TelCel. Claro has demonstrated commercial aggressively too in terms of point of purchase. They are all over the country with a huge presence in bigger towns.
Market penetration The category is now in a mature stage. This is a very competitive stage. Market penetration is over the 105%. At a regional level the Buenos Aires Metropolitan Area (AMBA since now) is the region with more penetration because it counts with the higher level of PBI/ capita, demographic concentration and economic value. Instead all of this, the clients share is stable. North region of the country (where the leader is Personal) has a big demographic concentration in mid and high urbanization areas. Inside the general market this region shows a growth and an important increase in the regional participation. South region of the country (where the leader is MoviStar) has a bigger acquisitive power than the north. It can be compared with AMBA acquisitive power and the characteristic is that the region has a dispersion of the urban circles so it is difficult to reach them.
Technological Structure The 3 companies have GSM technology with coverage all around the country and since 2007 they started to work in the installation of 3G (Third Generation Technology). Claro is the company with more 3G coverage.
Extras Before the mentioned competitive scenario, it is a big challenge for all the operators to preserve their clients database, and in that way, the role of the added value services is very important. The uses of services such as mobile phones, wi-fi, Messenger, full mp3, multimedia messages, wap portal
are still a big challenge for this year. To grow in economic value and revenue share is essential in a mature market. That is the reason any innovation strategies and services launchings are very important. Personal is pioneer in the launching of many services such as TV Movil (2004, February); VideoTones (2006, April); Personal Ticket (2006, October); Personal3G (2007); Videocall (2007); Finder (2008), among others.
Loyalty Customers’ loyalty is other of the big challenges. Before the market´s aggressiveness level and the economic scenario in all the country, the offered retention strategies through programs of benefits and added value are a conclusive factor not only to stay in a company but also to gain new customers. Personal Club, Personal´s Loyalty Program, which came into being in 2003 and was relaunched in 2006 with a new structure of benefits, re-positioned itself like the most attractive program nationwide. Personal Club is the biggest along the country and it has more than 3 million members. On the other side, Movistar has its Movistar Club but the structure of additional benefits and award program is not such meaningful than Personal one. Claro has also its club named Claro Circle, with mostly economic benefits. While Personal is the first one within the category, the competitor increased their position especially during 2008.
Communication paths Personal: *Unique, constant new technology and innovation* Audience: 16 to 35 years *Sweetspot, 25
Mainly Trendsetter-oriented: geeks, career&fashion seekers, artist&bohemian, professionals). Highlights. Strong differentiation from the other companies. Clear with criteria (design+image+claim) Attractive Propossals No playing the price game in massive media: they choose BTL actions. MoviStar: *cold Without hype and fidelity from users. The message is not catchy. Although they create a big halo around the “Movistar Community” people is into this only for the discounts the company offers but they are not engage with MoviStar itself. Claro: The company communication is very aggressive. The messages are straight to the point: clear language, clear offers, clear numbers. The relationship with the consumers is through the price, promotions, and comparison with other 2 players in costs packs or devices. Claro’s positioning is for lower salaries at first and then for all who want to save money. The market share on mind leader is not the market share leader per se: Personal is the company to which everybody aspire but the only a few people elect. The other two companies plays the market game: what market needs, they deliver. discounts, promotions and cheap gadgets; and also a copy of Personal’s music offer. The most threaten company is Claro. Is so aggressive and it is growing up so fast that is a real obstacle for anyone. With Claro prices and promotions is hard to compete and the crisis is putting the company in the first place day after day.
.br 4 Players:
Vivo: Market Leader. Almost 45% of the Pie Chart Claro: 29% Tim: 16.% Oi: 11% Over 150 .650. 000 Mobile Devices nation wide. 8/10, prepaid contracts. Tim Was the only Player that reduced its investment and lost the race towards inflation. Vivo y Claro grew significantly since 2006 and Oi , the smallest invest, got to Tim standards last year.
Communication paths Claro: *Portability* Modern. Massive, Urban Audience: 16 to 45 years *Sweetspot, 32 Emphasyze outdoor Internet connection, reinforcing content platforms. Their comunication Claim is based on Human Relationships, and make a Strong pulling force towards advanced Smartphones launching. Vivo: * Price Vs. Benefit* Adult presence, Porfessional, Nice Point of view.
Challenger: to get the consumer indentified with. And to customize in a deep way the focusing on people´s necesity through constant innovations. Message: Stimulate Connections into a colective force/sinergy throughout the Joint of individual lives, that what we call “Democracy of Sharing” Oi: *Liberty* Jetsetter, Estaethically perfect, open minded and sexy They work in the Freedom issue. From BTL actions, they defend innovation, trends, and Simplicity trough a variety of plans and tech gadgets.
Tim: Do not disturb Respectfull, but nor salt neither pepper on it. Merely operative, Focus on promotions. Institutional campaign tries to lead life experiences towards a healthy and responsable relationship with technology.
Market penetration The category is now in a mature stage. This is a very competitive stage. Market penetration is over the 105%. At a regional level the Buenos Aires Metropolitan Area (AMBA since now) is the region with more penetration because it counts with the higher level of PBI/ capita, demographic concentration and economic value. Instead all of this, the clients share is stable. North region of the country (where the leader is Personal) has a big demographic concentration in mid and high urbanization areas. Inside the general market this region shows a growth and an important increase in the regional participation. South region of the country (where the leader is MoviStar) has a bigger acquisitive power than the north. It can be compared with AMBA acquisitive power and the characteristic is that the region has a dispersion of the urban circles so it is difficult to reach them.
Technological Structure The 3 companies have GSM technology with coverage all around the country and since 2007 they started to work in the installation of 3G (Third Generation Technology). Claro is the company with more 3G coverage.
Extras Before the mentioned competitive scenario, it is a big challenge for all the operators to preserve their clients database, and in that way, the role of the added value services is very important. The uses of services such as mobile phones, wi-fi, Messenger, full mp3, multimedia messages, wap portal
are still a big challenge for this year. To grow in economic value and revenue share is essential in a mature market. That is the reason any innovation strategies and services launchings are very important. Personal is pioneer in the launching of many services such as TV Movil (2004, February); VideoTones (2006, April); Personal Ticket (2006, October); Personal3G (2007); Videocall (2007); Finder (2008), among others.
Loyalty Customers’ loyalty is other of the big challenges. Before the market´s aggressiveness level and the economic scenario in all the country, the offered retention strategies through programs of benefits and added value are a conclusive factor not only to stay in a company but also to gain new customers. Personal Club, Personal´s Loyalty Program, which came into being in 2003 and was relaunched in 2006 with a new structure of benefits, re-positioned itself like the most attractive program nationwide. Personal Club is the biggest along the country and it has more than 3 million members. On the other side, Movistar has its Movistar Club but the structure of additional benefits and award program is not such meaningful than Personal one. Claro has also its club named Claro Circle, with mostly economic benefits. While Personal is the first one within the category, the competitor increased their position especially during 2008.
Communication paths Personal: *Unique, constant new technology and innovation* Audience: 16 to 35 years *Sweetspot, 25
Mainly Trendsetter-oriented: geeks, career&fashion seekers, artist&bohemian, professionals). Highlights. Strong differentiation from the other companies. Clear with criteria (design+image+claim) Attractive Propossals No playing the price game in massive media: they choose BTL actions. MoviStar: *cold Without hype and fidelity from users. The message is not catchy. Although they create a big halo around the “Movistar Community” people is into this only for the discounts the company offers but they are not engage with MoviStar itself. Claro: The company communication is very aggressive. The messages are straight to the point: clear language, clear offers, clear numbers. The relationship with the consumers is through the price, promotions, and comparison with other 2 players in costs packs or devices. Claro’s positioning is for lower salaries at first and then for all who want to save money. The market share on mind leader is not the market share leader per se: Personal is the company to which everybody aspire but the only a few people elect. The other two companies plays the market game: what market needs, they deliver. discounts, promotions and cheap gadgets; and also a copy of Personal’s music offer. The most threaten company is Claro. Is so aggressive and it is growing up so fast that is a real obstacle for anyone. With Claro prices and promotions is hard to compete and the crisis is putting the company in the first place day after day.
.br 4 Players:
Vivo: Market Leader. Almost 45% of the Pie Chart Claro: 29% Tim: 16.% Oi: 11% Over 150 .650. 000 Mobile Devices nation wide. 8/10, prepaid contracts. Tim Was the only Player that reduced its investment and lost the race towards inflation. Vivo y Claro grew significantly since 2006 and Oi , the smallest invest, got to Tim standards last year.
Communication paths Claro: *Portability* Modern. Massive, Urban Audience: 16 to 45 years *Sweetspot, 32 Emphasyze outdoor Internet connection, reinforcing content platforms. Their comunication Claim is based on Human Relationships, and make a Strong pulling force towards advanced Smartphones launching. Vivo: * Price Vs. Benefit* Adult presence, Porfessional, Nice Point of view.
Challenger: to get the consumer indentified with. And to customize in a deep way the focusing on people´s necesity through constant innovations. Message: Stimulate Connections into a colective force/sinergy throughout the Joint of individual lives, that what we call “Democracy of Sharing” Oi: *Liberty* Jetsetter, Estaethically perfect, open minded and sexy They work in the Freedom issue. From BTL actions, they defend innovation, trends, and Simplicity trough a variety of plans and tech gadgets.
Tim: Do not disturb Respectfull, but nor salt neither pepper on it. Merely operative, Focus on promotions. Institutional campaign tries to lead life experiences towards a healthy and responsable relationship with technology.
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3 Players:
Over 16 Million Devices. So we can say that except kids -7yearolds, and persons +75, Penetration scene is hundred percent. Like we´ve already seen, Individualizin Phenomenon is Strong: Your personal Phones declaims the way you live, feel, and wannabe. And Tech is adopted also as a trendy manner to drive a unique fashion style. Almost 7.5 /10 are prepaid users. The rest of the piechart belongs to a controlled plan.
1.Entel PCS (leader, and state company) HighFi plans and programs: La Zona. 2.MoviStar (follower) “Circulo MoviStar” (same as Arg) 3.Claro (last) 6D category:
Tech+Signal+Effectivity+Conexión +Customer+Support Digital convergence (as a roleplay from clients to link Mobile and outdoor living with inhome staff: chatting, customization, interneting and so on, at the time it appears freedom and independance winds thoughout the Gadget.
3/100 are 3G. The whole mass its about regular mobiles with Internet access (about 40 secs waiting a page to open) Most used services: Txt+fun+musicplayer.
Survey done By Tag Ideation Buenos Aires through mail and Snap and Send modus in Buenos Aires and several locations of Chile.
i
Desk Research: Centro de Información para la Industria de Medios y Entretenimiento en America Latina. IAE Business School. Universidad UNIACC (chile) Latin Panel. Diario Clarin, Archivo Diario La Nacion. Telefonica de Chile, Telecom de Argentina, IbopeTelecom Bzl. Information & Technology Magazine. Tiempos Liquidos,Obra de Sygmudt Bauman, among others.
.cl
3 Players:
Over 16 Million Devices. So we can say that except kids -7yearolds, and persons +75, Penetration scene is hundred percent. Like we´ve already seen, Individualizin Phenomenon is Strong: Your personal Phones declaims the way you live, feel, and wannabe. And Tech is adopted also as a trendy manner to drive a unique fashion style. Almost 7.5 /10 are prepaid users. The rest of the piechart belongs to a controlled plan.
1.Entel PCS (leader, and state company) HighFi plans and programs: La Zona. 2.MoviStar (follower) “Circulo MoviStar” (same as Arg) 3.Claro (last) 6D category:
Tech+Signal+Effectivity+Conexión +Customer+Support Digital convergence (as a roleplay from clients to link Mobile and outdoor living with inhome staff: chatting, customization, interneting and so on, at the time it appears freedom and independance winds thoughout the Gadget.
3/100 are 3G. The whole mass its about regular mobiles with Internet access (about 40 secs waiting a page to open) Most used services: Txt+fun+musicplayer.
Survey done By Tag Ideation Buenos Aires through mail and Snap and Send modus in Buenos Aires and several locations of Chile.
i
Desk Research: Centro de Información para la Industria de Medios y Entretenimiento en America Latina. IAE Business School. Universidad UNIACC (chile) Latin Panel. Diario Clarin, Archivo Diario La Nacion. Telefonica de Chile, Telecom de Argentina, IbopeTelecom Bzl. Information & Technology Magazine. Tiempos Liquidos,Obra de Sygmudt Bauman, among others.
Many Tag Tks. Virus are us.