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Opportunities in

Brazil 2015
Opening international markets

for digital companies
Market Intelligence
Business Development
Sales Representation
www.latamconnection.com
Brasil Online 1995-1996
ZAZ 1996-1999
Terra 2000-2005
DM9DDB 2006
iG 2007-2013
Latam Connection 2013
caiquesevero@latamconnection.com
About the author

Caique Severo
Agenda
1. General data about Brazil

2. Internet and technology

3. Digital media

4. Challenges of doing business in Brazil
General data about Brazil
2014 203 million
people
Source: IBGE, december 2014 - http://www.ibge.gov.br/home/default.php
2014
7th largest country in GDP
US$ 3 trillionpurchase power parity standard
Source: Finance Ministry - http://www.fazenda.gov.br/area-destaques/economia-brasileira-em-perspectiva-30.12.2014
2014
Very small growth
+ 0.2%
Source: Finance Ministry - http://www.fazenda.gov.br/area-destaques/economia-brasileira-em-perspectiva-30.12.2014
2014
Low unemployment
4.8%
Source: IBGE December 2014 - http://saladeimprensa.ibge.gov.br/noticias?view=noticia&id=1&busca=1&idnoticia=2801
Big shift in economic classes
Million of people in each economic class
Source: Finance Ministry, December 2014 - http://www.fazenda.gov.br/area-destaques/economia-brasileira-em-perspectiva-30.12.2014
Class AB
Class C
Class D/E
Growth in higher education
% of people ages 25-34 with at least an undergraduate degree
Source: IBGE
2004 2013
15,2%
8,1%
Cars sales doubled in a decade
Number of new cars on the streets
Source: Anfavea, November 2014 - http://www.anfavea.com.br/tabelas.html
Domestic airline travel grew 164% in 9 years
Number of passengers
Source: ANAC, November 2014 - http://www2.anac.gov.br/estatistica/demandaeoferta/DemandaeOferta.asp
November 2005 November 2014
7.952.936
3.011.295
Inequality is lower but still high
% of income per capita by deciles of income
Source: IBGE - ftp://ftp.ibge.gov.br/Indicadores_Sociais/Sintese_de_Indicadores_Sociais_2014/SIS_2014.pdf
1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th
41,7%
15,3%
10,8%
8,3%
6,6%
5,8%
4,5%
3,4%
2,5%
1,2%
45,8%
15,9%
10,4%
7,7%
5,9%
4,9%
3,7%
2,8%
1,9%
1%
2004 2013
The 10% richer gets more than 41% of all income
Demographic bonus
Decrease in number of child per woman
Source: World Bank, Google, others
Demographic bonus
2010 2020
More people in the

economic active age
Men Women
Men Women
Internet and technology
Internet users in Brazil
Non-users

70
Users

95
Million of people over 12 years old
Source: F/Radar 2014 - http://www.fnazca.com.br/index.php/2014/12/16/fradar-14%C2%AA-edicao/
Internet users by social economic class
DE

7
C

48
AB

38
Million of people over 12 years old
Source: F/Radar 2014 - http://www.fnazca.com.br/index.php/2014/12/16/fradar-14%C2%AA-edicao/
Internet users by age
73% are under 35 years old
60+

3
46-59

8
36-45

14
26-35

24
18-25

24
12-17

20
Million of people over 12 years old
Source: F/Radar 2014 - http://www.fnazca.com.br/index.php/2014/12/16/fradar-14%C2%AA-edicao/
Mobile access: 62 million people
Millions of internet users (celular and tablet)
Source: F/Radar
2013 2014
62,5
42
Access through celular grows
% of internet users
Source: F/Radar
2013 2014
65%
48%
Access through tablets grows
% of internet users
Source: F/Radar
2013 2014
14%
9%
Tablet OS
3T sales
iOS

5%
Android

95%
Source: IDC Brazil
Best seller tablets
78% of sales are under US$ 200
51% of sales are under US$ 120
Semp Toshiba
US$ 79
Android 4.2.2
7” screen
8GB drive
CCE
US$ 128
Android 4
9” screen
4GB drive
Multilaser
US$ 87
Android 4.2
7” screen
8GB drive
Room for growth in mobile commerce
% of purchases made on mobile devices
Source: Criteo
Brazil US UK Japan
49%
41%
27%
10%
Mobile phones are the most used device to access

the internet at home
% of internet users
Source: F/Radar
Tablet Celular Portable PC Desktop PC
42%40%
52%
12%
Almost 75% of phones sold are smartphones
4,7
15,1
Smartphones Feature phones
Source: IDC, december 2014, http://br.idclatin.com/releases/news.aspx?id=1777
Sales by type in third quarter 2014
15.1

million
smartphones sold
July - September
2014
Source: IDC, december 2014, http://br.idclatin.com/releases/news.aspx?id=1777
More than half of internet users have a smartphone
2013 2014
53%
33%
% of internet users
Source: F/Radar
Broadband penetration will grow
Brazil Chile Argentina
53,9%
49,6%
42,4%
% of households
Source: ITU, State of Broadband 2014 - http://www.broadbandcommission.org/Documents/reports/bb-annualreport2014.pdf
National broadband plan
• 1 Mbps for R$ 35 (US$ 13) monthly

• New frequency auctions: 2.5 GHz (3G) and 450 MHz (rural areas)

• Tax exemptions or reductions for

• Local production of smartphones, tablets, PCs and modems (zero tax -
PIS/Cofins)

• Profits generated from investments in telecom infrastructure (tax down to
15%)

• Satellite launch in 2016 to improve bandwidth

• New submarine cables linking Brasil to US, Europe and Africa

• Free 2Mbps access in 65,000 public schools
Source: Communications Ministry, May 2014 - http://www.mc.gov.br/programa-nacional-de-banda-larga-pnbl
Fixed broadband reaches 23 million subscriptions
Source: Communications Ministry, May 2014 - http://www.mc.gov.br/programa-nacional-de-banda-larga-pnbl
Number of subscriptions
Mobile broadband reaches 3,400

cities and 123 million subscriptions
Source: Communications Ministry, May 2014 - http://www.mc.gov.br/programa-nacional-de-banda-larga-pnbl
CitiesSubscriptions
4G
4.2 million

subscriptions in October 2014
Source: Teleco, October 2014 - http://www.teleco.com.br/4g_brasil.asp
Digital media
Digital ad spending
Brazil is by far the largest market

in Latam
Source: eMarketer
Social Media usage
% of internet users
Source: F/Radar
Facebook Whatsapp Skype/MSN Twitter Instagram
171719
37
88
9
22
27
7
85
Abr 2013 Abr 2014
Brazil is the second in time spent online
Source: Comscore, september 2014 - http://www.comscore.com/por/Insights/Presentations-and-Whitepapers/2014/2014-LATAM-Digital-Future-in-Focus
News sites reach 63% of users in Brazil
Source: Comscore, september 2014 - http://www.comscore.com/por/Insights/Presentations-and-Whitepapers/2014/2014-LATAM-Digital-Future-in-Focus
34 million people access government sites
Source: Comscore, september 2014 - http://www.comscore.com/por/Insights/Presentations-and-Whitepapers/2014/2014-LATAM-Digital-Future-in-Focus
64 million people access online videos
Source: Comscore, september 2014 - http://www.comscore.com/por/Insights/Presentations-and-Whitepapers/2014/2014-LATAM-Digital-Future-in-Focus
Ecommerce
US$ 6.15

billion (+11%)
1S 2014
Source: eBit
E-commerce
Fashion/Clothing Cosmetics Electronics
CarsAuctions/Trade Comparison
General
Media
Portals Verticals Legacy print
Mobile News about internet
Payment
Retargeting, DSPs,

Ad Networks and segmentation
Challenges of doing

business in Brazil
Bureaucracy
Days to open a business
OCDE
Latam & Caribbean
Brazil 102,5
30
9,2
Source: Doing Business 2015
Bureaucracy
Hours spent managing taxes
OCDE
Latam & Caribbean
Brazil 2600
365
175
Source: Doing Business 2015
Tax costs
Total taxes (% of profits)
OCDE
Latam & Caribbean
Brazil 68,9
48,3
41,3
Source: Doing Business 2015
Office space rent

(US$ / cubic meters)
Lima
Buenos Aires
Caracas
São Paulo 90,8
46
30
21,5
Big Mac Index (US$)
Mexico
2.86
Argentina
3.88
Colombia
4.48
Brazil
5.28
Traffic in São Paulo
5/23/2014: 214 miles (344 km)
Conclusions
Opportunities Challenges
• Growing consumer base
• Big mobile adoption
• Demographic bonus
• Bureaucracy
• High taxes
• High operating costs
Thank you
www.latamconnection.com
caiquesevero@latamconnection.com

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Digital Media Opportunities in Brazil 2015

  • 2. Opening international markets
 for digital companies Market Intelligence Business Development Sales Representation www.latamconnection.com
  • 3. Brasil Online 1995-1996 ZAZ 1996-1999 Terra 2000-2005 DM9DDB 2006 iG 2007-2013 Latam Connection 2013 caiquesevero@latamconnection.com About the author
 Caique Severo
  • 4. Agenda 1. General data about Brazil 2. Internet and technology 3. Digital media 4. Challenges of doing business in Brazil
  • 6. 2014 203 million people Source: IBGE, december 2014 - http://www.ibge.gov.br/home/default.php
  • 7. 2014 7th largest country in GDP US$ 3 trillionpurchase power parity standard Source: Finance Ministry - http://www.fazenda.gov.br/area-destaques/economia-brasileira-em-perspectiva-30.12.2014
  • 8. 2014 Very small growth + 0.2% Source: Finance Ministry - http://www.fazenda.gov.br/area-destaques/economia-brasileira-em-perspectiva-30.12.2014
  • 9. 2014 Low unemployment 4.8% Source: IBGE December 2014 - http://saladeimprensa.ibge.gov.br/noticias?view=noticia&id=1&busca=1&idnoticia=2801
  • 10. Big shift in economic classes Million of people in each economic class Source: Finance Ministry, December 2014 - http://www.fazenda.gov.br/area-destaques/economia-brasileira-em-perspectiva-30.12.2014 Class AB Class C Class D/E
  • 11. Growth in higher education % of people ages 25-34 with at least an undergraduate degree Source: IBGE 2004 2013 15,2% 8,1%
  • 12. Cars sales doubled in a decade Number of new cars on the streets Source: Anfavea, November 2014 - http://www.anfavea.com.br/tabelas.html
  • 13. Domestic airline travel grew 164% in 9 years Number of passengers Source: ANAC, November 2014 - http://www2.anac.gov.br/estatistica/demandaeoferta/DemandaeOferta.asp November 2005 November 2014 7.952.936 3.011.295
  • 14. Inequality is lower but still high % of income per capita by deciles of income Source: IBGE - ftp://ftp.ibge.gov.br/Indicadores_Sociais/Sintese_de_Indicadores_Sociais_2014/SIS_2014.pdf 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th 41,7% 15,3% 10,8% 8,3% 6,6% 5,8% 4,5% 3,4% 2,5% 1,2% 45,8% 15,9% 10,4% 7,7% 5,9% 4,9% 3,7% 2,8% 1,9% 1% 2004 2013 The 10% richer gets more than 41% of all income
  • 15. Demographic bonus Decrease in number of child per woman Source: World Bank, Google, others
  • 16. Demographic bonus 2010 2020 More people in the
 economic active age Men Women Men Women
  • 18. Internet users in Brazil Non-users 70 Users 95 Million of people over 12 years old Source: F/Radar 2014 - http://www.fnazca.com.br/index.php/2014/12/16/fradar-14%C2%AA-edicao/
  • 19. Internet users by social economic class DE 7 C 48 AB 38 Million of people over 12 years old Source: F/Radar 2014 - http://www.fnazca.com.br/index.php/2014/12/16/fradar-14%C2%AA-edicao/
  • 20. Internet users by age 73% are under 35 years old 60+ 3 46-59 8 36-45 14 26-35 24 18-25 24 12-17 20 Million of people over 12 years old Source: F/Radar 2014 - http://www.fnazca.com.br/index.php/2014/12/16/fradar-14%C2%AA-edicao/
  • 21. Mobile access: 62 million people Millions of internet users (celular and tablet) Source: F/Radar 2013 2014 62,5 42
  • 22. Access through celular grows % of internet users Source: F/Radar 2013 2014 65% 48%
  • 23. Access through tablets grows % of internet users Source: F/Radar 2013 2014 14% 9%
  • 25. Best seller tablets 78% of sales are under US$ 200 51% of sales are under US$ 120 Semp Toshiba US$ 79 Android 4.2.2 7” screen 8GB drive CCE US$ 128 Android 4 9” screen 4GB drive Multilaser US$ 87 Android 4.2 7” screen 8GB drive
  • 26. Room for growth in mobile commerce % of purchases made on mobile devices Source: Criteo Brazil US UK Japan 49% 41% 27% 10%
  • 27. Mobile phones are the most used device to access
 the internet at home % of internet users Source: F/Radar Tablet Celular Portable PC Desktop PC 42%40% 52% 12%
  • 28. Almost 75% of phones sold are smartphones 4,7 15,1 Smartphones Feature phones Source: IDC, december 2014, http://br.idclatin.com/releases/news.aspx?id=1777 Sales by type in third quarter 2014
  • 29. 15.1
 million smartphones sold July - September 2014 Source: IDC, december 2014, http://br.idclatin.com/releases/news.aspx?id=1777
  • 30. More than half of internet users have a smartphone 2013 2014 53% 33% % of internet users Source: F/Radar
  • 31. Broadband penetration will grow Brazil Chile Argentina 53,9% 49,6% 42,4% % of households Source: ITU, State of Broadband 2014 - http://www.broadbandcommission.org/Documents/reports/bb-annualreport2014.pdf
  • 32. National broadband plan • 1 Mbps for R$ 35 (US$ 13) monthly • New frequency auctions: 2.5 GHz (3G) and 450 MHz (rural areas) • Tax exemptions or reductions for • Local production of smartphones, tablets, PCs and modems (zero tax - PIS/Cofins) • Profits generated from investments in telecom infrastructure (tax down to 15%) • Satellite launch in 2016 to improve bandwidth • New submarine cables linking Brasil to US, Europe and Africa • Free 2Mbps access in 65,000 public schools Source: Communications Ministry, May 2014 - http://www.mc.gov.br/programa-nacional-de-banda-larga-pnbl
  • 33. Fixed broadband reaches 23 million subscriptions Source: Communications Ministry, May 2014 - http://www.mc.gov.br/programa-nacional-de-banda-larga-pnbl Number of subscriptions
  • 34. Mobile broadband reaches 3,400
 cities and 123 million subscriptions Source: Communications Ministry, May 2014 - http://www.mc.gov.br/programa-nacional-de-banda-larga-pnbl CitiesSubscriptions
  • 35. 4G 4.2 million
 subscriptions in October 2014 Source: Teleco, October 2014 - http://www.teleco.com.br/4g_brasil.asp
  • 37. Digital ad spending Brazil is by far the largest market
 in Latam Source: eMarketer
  • 38. Social Media usage % of internet users Source: F/Radar Facebook Whatsapp Skype/MSN Twitter Instagram 171719 37 88 9 22 27 7 85 Abr 2013 Abr 2014
  • 39. Brazil is the second in time spent online Source: Comscore, september 2014 - http://www.comscore.com/por/Insights/Presentations-and-Whitepapers/2014/2014-LATAM-Digital-Future-in-Focus
  • 40. News sites reach 63% of users in Brazil Source: Comscore, september 2014 - http://www.comscore.com/por/Insights/Presentations-and-Whitepapers/2014/2014-LATAM-Digital-Future-in-Focus
  • 41. 34 million people access government sites Source: Comscore, september 2014 - http://www.comscore.com/por/Insights/Presentations-and-Whitepapers/2014/2014-LATAM-Digital-Future-in-Focus
  • 42. 64 million people access online videos Source: Comscore, september 2014 - http://www.comscore.com/por/Insights/Presentations-and-Whitepapers/2014/2014-LATAM-Digital-Future-in-Focus
  • 46. Mobile News about internet Payment Retargeting, DSPs,
 Ad Networks and segmentation
  • 48. Bureaucracy Days to open a business OCDE Latam & Caribbean Brazil 102,5 30 9,2 Source: Doing Business 2015
  • 49. Bureaucracy Hours spent managing taxes OCDE Latam & Caribbean Brazil 2600 365 175 Source: Doing Business 2015
  • 50. Tax costs Total taxes (% of profits) OCDE Latam & Caribbean Brazil 68,9 48,3 41,3 Source: Doing Business 2015
  • 51. Office space rent
 (US$ / cubic meters) Lima Buenos Aires Caracas São Paulo 90,8 46 30 21,5
  • 52. Big Mac Index (US$) Mexico 2.86 Argentina 3.88 Colombia 4.48 Brazil 5.28
  • 53. Traffic in São Paulo 5/23/2014: 214 miles (344 km)
  • 54. Conclusions Opportunities Challenges • Growing consumer base • Big mobile adoption • Demographic bonus • Bureaucracy • High taxes • High operating costs