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Deck Presentation: LATAM Market: Opportunities and Challenges
Deck Presentation: LATAM Market: Opportunities and Challenges
Deck Presentation: LATAM Market: Opportunities and Challenges
Deck Presentation: LATAM Market: Opportunities and Challenges
Deck Presentation: LATAM Market: Opportunities and Challenges
Deck Presentation: LATAM Market: Opportunities and Challenges
Deck Presentation: LATAM Market: Opportunities and Challenges
Deck Presentation: LATAM Market: Opportunities and Challenges
Deck Presentation: LATAM Market: Opportunities and Challenges
Deck Presentation: LATAM Market: Opportunities and Challenges
Deck Presentation: LATAM Market: Opportunities and Challenges
Deck Presentation: LATAM Market: Opportunities and Challenges
Deck Presentation: LATAM Market: Opportunities and Challenges
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Deck Presentation: LATAM Market: Opportunities and Challenges

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This webinar explores insights with industry experts on Mobile Marketing in Latin America.

This webinar explores insights with industry experts on Mobile Marketing in Latin America.

Published in: Technology, Business
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  • 1. Mobile Marketing in Latin American Markets iLoop Mobile Roundtable Webinar January 26, 2012
  • 2.
      • Industry leading services and solutions for mobile marketing and business initiatives worldwide
      • Award winning iLoop Mobile Platform for SMS/MMS campaigns, mobile sites, mobile coupons, CRM & LBS segmented messaging, apps and much more
      • Leading expertise in marketing strategy, managed service campaign delivery and professional services
      • Campaign design that achieves mission critical marketing objectives, answering the individual needs of customers
      • Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies
    About iLoop Mobile Michael Ahearn: Co-founder, VP Customer Development & Marketing Efrain Saavedra: Sales/Marketing Director Latin America & US Hispanic Markets 1
  • 3. About WAU
    • Reinaldo Acosta: VP Marketing & Product Development
    • WAU administers the LATAM’s largest mobile transaction network
    • With direct connection to 45 carriers.
    • Two Lines of Business:
    • Mobile Integration
    • WAU is the single point of contact for companies looking to reach and monetize half a billion mobile subscribers in Latin America via:
      • Content (images, ringtones, games)
      • Text subscriptions
      • Mega Contest
      • Interactive services such as micro payments that allow consumers to buy virtual goods (avatars, digital gifts, game items, power-ups)
      • Super Aggregation
    • Mobile compliance solutions supporting mobile carriers to monitor and control their SMS business according to best consumer practices
    2
  • 4. About Merlin Telecom 3
    • Alejandro Eliaschev: Co-Founder & COO
    • Merlin designs, develops, and implements solutions based on intuitive user interfaces with the use of convergence technology:
      • Voice/SMS/MMS/WAP/web (i-TV, alerts, content delivery, LBS, mobile campaigns, AR games)
      • Customer experience measurement & voice of the customer analysis
      • Telemarketing and call center automation
    • Industries: Telecom, Banking, Media, & Health
    • Markets: Argentina, Chile, Colombia, Mexico, Spain, Uruguay, US & Venezuela
  • 5. LATAM Facts & Stats 4
      • One of the world’s fastest advertising markets, with ad spend rising almost 10% in 2011, nearly double the world average, and will rise ANOTHER 10% in 2012
      • Internet penetration (any computer/device) is 30% in 2011, to grow to nearly 50% by 2015. This is about half the penetration as North America and two thirds that of Europe. However, it is double that of Asia-Pacific and Middle East/Africa.
      • But MOBILE is a force in LATAM: Mobile phone penetration is 60% of population (375.5M), with growth to 70% (450M) by 2014. Brazil alone has 110M mobile users and 200M subscriptions…compare this to 234M users with 322M subscriptions in the US.
      • Many countries in LATAM show high incidence multiple subscriptions to users
        • Brazil & Argentina 2x SIM cards as phones
      • Feature phones are the target device: smart phone penetration across LATAM estimated at only 10-15%, may be higher up to 25% due to uncounted “black market” smart phones
        • Mexico: 70% phone penetration, 10% mobile web use
        • Brazil: 54%, 11% mobile web use
      • Mobile Internet use is not widespread ex. Argentina 2.9% with 6% smart phone penetration
  • 6. LATAM Facts & Stats: Select Countries Arg 32M 77% Bra 110M 54% Mobile Web Use Chile 14M 83% TGI Latina 2010; eMarketer 2011 Col 39M 88% Mex 59M 52% Peru 22M 76% Ven 39M 85% Mobile Users 2011 USA: 234M 76% 5 2011 2015 Brazil 11% 25% Columbia 11% Argentina 3% Chile 2% % Use Mobile People (M) Brazil 54% 110 Argentina 77% 32 Mexico 52% 59 Venezuela 85% 39 Columbia 88% 39 Peru 76% 22 Chile 83% 14 AVG USE 73% TOTAL PEOPLE 315
  • 7. LATAM Facts & Stats 6
      • Messaging is the low hanging fruit for LATAM
      • Mobile Internet not widespread with low penetration of smart phones because:
        • High cost of data
        • Consumer disposable income
        • Infrastructure (lack of 3G networks)
        • City vs. rural consumer
      • Individual countries can vary significantly 10-25% in penetration and use stats
        • Phone ownership in Argentina=77%, Brazil=54%, Mexico=52%
      • LATAM presents “green fields” for mobile marketing as it evolves from premium “users pays” services to “free” interaction with brands and publishers presenting real day-to-day value to the consumer
      • Cost savings—as mobile marketing evolves today it can leverage lessons from North American, EU and APAC market and avoid “worst practices” of mobile marketing
      • Pre-pay is strong in LATAM, don’t assume “all you can eat”
  • 8. Observations on Mobile Marketing in LATAM
    • Delivery Platform
    • SMS remains the undisputed champion of mobile space— simple, cost-effective and reliable—but think beyond simple text:
        • P2P message: “want to go to the movies tonight?”
        • B2C message: “your package has been delivered (FedEx)”
        • Mobile marketing: sweepstakes, vote, buy a service, transfer funds, receive credit card notifications
      • Understand the Rules
      • Each carrier has its own set of regulations, here’s some resources
        • MEF: http://www.mefmobile.org/aboutmef/who_we_are/mef_latam
        • MMA LATAM: http://mmaglobal.com/region/latam
      • Buy a Short Code Now @ http://latinshortcodes.com
      • Region Dominated by 3 Carriers—Partner with a Mobile Integrator
        • Telefonica
        • America Movil
        • Tigo
    7
  • 9.
    • Prepaid accounts for a large portion of mobile users in LATAM (80%+). Prepaid users interactions with marketing promotions usually lower than postpaid users. Prepaid minutes (as prize) has been a great incentive.
    • Mobile web is increasing, quite noticeable in Brazil, helped with increased of prepaid data, which is cheaper and more private than going to cyber cafes.
    • Smartphone adoption growing fast as devices are no longer priced—or perceived priced—at a premium.
    • Most brands still lack mobile sites/strategy due to limited knowledge of mobile marketing.
    • When creating regional campaigns, be careful to use language understandable in all markets and consider existing cultural differences.
    Observations on Mobile Marketing in LATAM 8
  • 10.
    • A dynamic, always evolving consumer market ready to be challenge by the use of Mobile initiatives on the go
    • Target your market segment, in this era of Social Media, you consumer could be reach by selecting a particular interest group in Facebook, or Twitter
    • Engaging your consumer result in knowing how to reach them using their mobile, by LBS, MMS, Mobile Coupons, or both
    • A “Global Approach” vs “Localize Approach” now you can extend your reach just by developing a mobile social campaign that could go Viral…
    • A new consumer that would want their information or the ability to buy immediately without having to wait…This evolve into Mobile E-commerce Apps
    Observations on Mobile Marketing in LATAM 9
  • 11. Creative Mobile Campaigns in LATAM 10 A fun campaign from Axe in Uruguay (more commonly known as Lynx) that used mobile marketing in a new way to engage its consumers, while keeping it completely inline with its male target audience and the company’s cheeky approach to advertising. It ran a print ad that had certain parts missing from the image, in a teaser for their fans. It ran with the instruction to text ‘Axe’ to a particular number after 9pm. Users were then sent back the missing parts of the ad via MMS, accessible after the watershed: A brilliant, fun campaign from Lynx that talks to its target audience perfectly. It also shows a slightly different way of using mobile technology, requiring users to engage with you just to see more of an ad, which is pretty impressive for any brand. http://thenextweb.com/mobile/2011/06/14/5-brilliant-mobile-marketing-campaigns/
  • 12. Roundtable Discussion Roundtable Moderator: Michael Ahearn Co-founder, VP Customer Development & Marketing, iLoop Mobile Roundtable Panelists: Reinaldo Acosta: VP Marketing & Product Development, WAU Alejandro Eliaschev: Co-Founder & COO, Merlin Telecom Efrain Saavedra Sales/Marketing Director Latin America & US Hispanic Markets, iLoop Mobile 10
  • 13. Thanks, we’d be glad to answer any questions and help you mobile enable your marketing and business initiatives. Contact: chris.rovtar@iloopmobile.com

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