Brazil is an attractive market for telecommunications companies due to its growing middle class, increasing internet usage, and large economy. The telecom market in Brazil reached $99 billion in 2014 and is forecast to reach $120 billion by 2017. There are five main operators in the fixed-line sector and four that control 97% of the mobile market. Companies looking to enter the Brazilian market should develop personal relationships, attend trade shows, and work with consulting companies that specialize in the Latin American market to help navigate Brazil's complex legal and tax systems. A long-term strategy based on research and local partnerships is recommended to successfully break into the Brazilian telecom industry.

1. ENTERING A NEW MARKET
TELECOMUNICATION MARKET- BRAZIL
Copyright Anna Malara
1

2. ENTERING THE BRAZILIAN MARKET
MARKET OVERVIEW
Brazil enjoys a growing middle class, growing internet usage, and increasing
internal demand for goods and services. Characterized by large and well-developed
agricultural, mining, manufacturing, and service sectors, Brazil’s economy outweighs
that of all other South American countries, and Brazil is expanding its presence in world
markets.
In many ways, Brazil’s economy is one of the most promising markets across the
globe. Given Brazil’s prominence on the international stage and strong underlying
fundamentals, it is no surprise that many companies are considering expanding into the
Brazilian market. Although the country presents many reasons that justify its position as a
strong market, this entry does require research and planning. Understanding where the
opportunities and risks lie, the size of each opportunity and what competitors are doing
will arm the prospective inwestor with the confidence to make a sound investment
decision. It is market entry strategy Brazil’s business culture is largely based upon personal
relationships. Companies will need a strong presence and must invest time in developing
relationships in BrazilCopyright Anna Malara
2

3. THE BRAZILIAN MARKET SWOT ANALYSIS
Copyright Anna Malara
3

4. CHARACTERISTICS OF THE BRAZILIAN
TELECOMMUNICATION MARKET
Brazil’s telecom revenues reached $99 billion in 2014, up 6.3% versus the
previous year. By 2017, the market is forecasted to reach US$120 billion.
ANATEL (The National Telecommunications Agency) identifies five
operators in the fixed-line sector (Vivo, Oi, Embratel/Net, CTBC, Sercomtel)
and four operators in the mobile sector (Oi, Claro, TIM Brasil, Vivo).
Copyright Anna Malara
4

5. CHARACTERISTICS OF THE BRAZILIAN
TELECOMMUNICATION MARKET
Together, these four operators control 97% of
the country’s mobile subscriber base. Vivo is
the leader, TIM Brasil and Claro compete neck-
and-neck for second place, and Oi is fourth.
The remaining 3% of the market is shared
between CTBC Telecom, Sercomtel, Nextel
Brasil, and the country’s first Mobile Virtual
Network Operator (MVNO), Porto Seguro,
which launched in 2012.
OI
controlled by
the Portugese
telecom and by
the Brazilian
andrade
Gutierrez group
TELECOM
ITALIA’S
TIM BRASIL
SPANISH
TELEFÓNICA’S
VIVO
MEXICAN
AMÉRICA
MÓVIL’S
CLARO
Copyright Anna Malara
5

6. CHARACTERISTICS OF THE BRAZILIAN
TELECOMMUNICATION MARKET
With approximately a third of the region’s population, Brazil is
Latin America’s largest telecommunications market. The
Brazilian telecom services market reached US$99 billion, up
6.3% versus the previous year. By 2017, the market is
forecasted to reach US$120 billion.
Copyright Anna Malara
6

7. IT SERVICE PROVIDERS FOR TELECOMUNICATION IN
BRAZIL
Amdocs
is a provider of software and
services to more than 250
communicationsIts CES (Customer
Experience Solutions) span business
support systems (BSS), operational
support systems (OSS) and network
control and optimization Amdocs
maintains offices on 6 continents
with support and development
centers located worldwide,
including Brazil, Canada, Cyprus,
India, Ireland, Israel and the USA
Ericsson
Industry-leading OSS/BSS
software solutions and
professional services that
enable network, service
and customer agility
and support operators
during every phase of
the customer lifecycle.
INDRA
has been the main provider of
technological solutions for Vivo since
the year 2000, developing and
maintaining the operator's core
systems, from network inventory to
the SAP platform. This project
involves the implementation of a
CRM system for management of
sales cycles to large companies with
the aim of improving the company's
efficiency and capabilities, as well
as client perception of the quality of
the service offered.
ZTE
has the most complete
telecommunications
product line in the world,
covering every vertical
sector of wireless
networks, core networks,
access & bearer
networks, services and
terminal markets.
Copyright Anna Malara
7

8. CHANNELS TO ENTER THE BRAZILIAN MARKET
THE POLISH-BRAZILIAN CHAMBER OF COMMERCE
The Department of Trade and Promotion Investment in Sao Paulo together with The Polish
Embassy in Brazil support and give advice to Polish exporters seeking a market in Brazil, and
provide help establish business contacts between Polish and Brazilian companies, protecting
the interests of Polish entrepreneurs in dealing with governments and businesses.
the Chamber has the following objectives:
-assistance in developing business contacts at home and abroad
-introduction of products and services offered by our members to different foreign markets
-end to end organization of group tours to international fairs and exhibitions
-organization of business tours, within business missions, to all countries with which the Chamber
carries out business cooperation or arranges such cooperation
-supporting business initiatives of the Chamber members
-information about the possibility of obtaining aid funds and grants for business development
-industry presentation of member companies at meetings with foreign partners
-organization of business meetings for foreign companies participating in trade fairs Copyright Anna Malara
8

9. CHANNELS TO ENTER THE BRAZYLIAN MARKET
CONSULTING COMPANIES SPECIALIZING IN LATIN-AMERICAN MARKETS
Future investors seeking to take advantage of the opportunities Brazil has to offer are advised to approach
with care. Rapid industrial, urban and commercial development has created a labyrinth in the legal and tax
system witch requires sound professional advice.
Providing comprehensive services to lead and guide the exporter through the complex processes of export
control functions including classifications, documentation, license determination, record keeping and special
trade agreement preferential tariff treatment.
.
List of contacts
lists of contacts of companies with the requested profile in
the target country. They guarantee updated lists, indicating
the data of the responsible buyer of your product/service.
An updated and tailor made list saves your company time
and money.
Fairs
Support in international fairs, giving support representing
your product to international clients and therefore increase
your sales. Their team is formed of professionals having
experience in diverse sectors, so that they can analyze
which consultant is the most convenient for your sales-
situation
Market studies
it is important to define which markets in the world have a
demand for your product, in order to understand the global
picture..
Coaching for companies
the elaboration of an export strategy and the training of the
person who will be in charge of export in your company.
Economic missions
are another effective way for you to penetrate markets,
appoint agents or distributors.
Copyright Anna Malara
9

10. MARKETING CHANNELS TO ENTER THE BRAZILIAN
MARKET
PREPERING THE DEDICATED OFFER AND PRODUCT PORTFOLIO
Copyright Anna Malara
10

11. MARKETING CHANNELS TO ENTER THE BRAZILIAN
MARKET
Internet page
dedicated to the
Brazilian
market
Telemarketing
directed to
Pourchase
Departments
Organizing the
IT/telecommunication
conference
SIMULTANOUSLY
AND
COMPELEMENTARY
Copyright Anna Malara
11

12. MARKETING CHANNELS TO ENTER THE BRAZILIAN
MARKET
STANDS AT
INTERNATIONAL
TRADE FAIRS
• SET EXPO Convention and Trade Show http://www.setexpo.com.br
August 24-27.2015, São Paulo
• Futurecom International Congress and Trade Show http://www.futurecom.com.br October
13-16. 2015 São Paulo
Brazil’s business culture is largely based upon
personal relationships. Companies will need a
strong presence and must invest time in
developing relationships in Brazil. It is strongly
recommended to visit Brazil to meet one-on-one
with potential partners. One of the best ways to
enter the Brazilian market is by attending local
trade shows.
Future Trade Events in Brazil:
Copyright Anna Malara
12

13. MARKETING CHANNELS TO ENTER THE BRAZILIAN
MARKET
Organizing the
IT/telecommunication
conference
Organizing the IT/telecommunication
conference it would be a good opportunity
to get aquainted with the industry better . It
would create the chance to meet and
build relationship with people who are in
charge. It would enable to make
connections with decission making units
from Purchase/IT Departments and get
aquainted with the executives from
companies we are interested in
cooperation.
Copyright Anna Malara
13

14. CONCLUSIONS and ASSUMPTIONS
There is no silver bullet to enter the Brazlian market succesfully. In my opinion company
should conseqently execute both trade and marketing actions complementary to
create firm and prestige brand image and brand awarness among people from the
industry on the local market. Company has to focus on the competition, know thier
strenghts/weaknesses and with this knowledge build the tailor-made offer with the
competetive advantage.
The company eyeing the Brazilian market should develop a long term strategy based on
market research, one-to-one contacts and proper counseling. Company should be
present on the main fair trades where the potential customers can be. Company have
to be focused on changing trends and opportunities on the market under supervision of
the right Brazilian partners and advisors.
Copyright Anna Malara
14