NewswireToday - /newswire/ -
São Paulo, Brazil, 2010/12/19 - Acision, a world leader in mobile data, today announced the launch of its sixth edition of MAVAM – Acision Mobile VAS Monitor, which found that the VAS market for mobile operators is growing significantly in Brazil.
While voice revenues grew just 7.3% year-on-year in the third quarter of 2010, mobile VAS revenues jumped 41.5% in line with global growth trends from other, more mature markets. This represents approximately 2.8 billion Brazilian Real (BRL) in VAS revenues and is equivalent to an average of 16.2% of mobile operators’ gross revenues.
The research, which analyses trends across the mobile value added services market in Brazil on a quarterly basis, revealed that for the first time, mobile Internet revenues represented 45% of VAS revenues, overtaking SMS revenues, which accounted for 44%. For example, one local mobile operator saw quarterly mobile Internet revenues grow from 45.5% to 54.2% of its total VAS net revenues – on an annual basis, this represents 92.3% growth.
The focus for the sixth edition of MAVAM is the messaging market, with the research confirming that SMS currently represents 80% of messaging traffic volumes sent over the last three months, and is still the main VAS service used by mobile users today. SMS growth has driven sales of messaging packages and rewards programs in Brazil, which were launched by operators during the South African World Cup. However, because of growing SMS usage worldwide and the high cost of SMS services in Brazil, the country is the lowest ranking user of SMS services in contrast to other Latin American countries, with an average of 16 messages sent per device, per month. This is compared to Venezuela, which has an average of 223 messages per device, per month, and Argentina, with 120 messages per device, per month.
According to Rafael Steinhauser, senior vice president and general manager for Acision Latin America, "Brazilian SMS users are changing their usage habits and want access to new personalized services and features from operators. When analyzing our MAVAM research we found that this will be a big market for mobile operators with plenty of opportunities opening up. For example, among the many options for personalizing messaging services, two stand out as garnering the most interest among those surveyed for the sixth MAVAM research. 58% said they would be interested in storing SMS messages in an online environment and 56% said they would accept advertising at the end of messages they received, providing they could pay less for the messages they send. Another highlight from the survey is that users are willing to pay additional monthly fees, of around 0.50 BRL, to access a variety of new additional services.”
Key information from the 6th MAVAM survey:
• VAS revenues in Q3 2010 totaled 2.8 billion BRL for all operators
• VAS now represents an average of 16.2% of gross service revenues in Brazil
• Revenues from mobile Internet are 1% higher than revenues from SMS services
• SMS represents 80% of mobile messaging services
• Personalized messaging is a new market that operators can explore
• 91% of those interviewed said they had received SMS/MMS messages with promotions or advertising in the last three months.