Brazilian mobile penetration is expected to grow from 124% in 2011 to 153% in 2016 and IPTV services are expected to increase from 21,000 subscriptions in 2011 to 1.5 million in 2016, according to a new report from Pyramid Research.
The main reason behind the development of many of the telecom services is a cultural and economic transformation that is making it possible for more and more people to have access to basic services. Pyramid Research noted that what many didn’t expect, however, is that services before considered a privilege of the richest social strata ― including telecom services such as mobile telephony, the Internet and pay-TV ― are rapidly joining the “basic” category and becoming a part of basic consumption for most in the country.
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In its recent study named “Brazilian Operators Target Diverse and Growing Telecom Market with Creative Offers”, the firm pointed out that, in the past year, the mobile and pay-TV offers that succeeded the most were those that had a segmentation logic built into their strategies, addressing a portion of the population that before couldn’t afford these services.
According to Vinicius Caetano, senior analyst at Pyramid Research, the reality of Brazil has changed, and operators need to segment their strategies and adapt to the new characteristics of the demand. With increasing user sophistication, there is no more room for one-size-fits-all strategies.
