NewswireToday - /newswire/ -
Reading, United Kingdom, 2011/04/07 - Following the success of the Acision Mobile VAS Monitor (MAVAM) in Brazil and Mexico, Acision, a world leader in mobile data, today announces the launch of its first edition for Argentina.
• Acision’s MAVAM highlights the growing importance of VAS in Argentina and the region;
• The first edition of MAVAM Argentina reveals Argentineans send an average of 270 SMS per month, boosted by Smartphone adoption;
• SMS represents 68% of total VAS revenues in Argentina.
MAVAM, which provides analysis on local trends in mobile VAS usage every quarter, brings industry players a new source of information on VAS. In this report, the research found that VAS currently represents a major portion of operators’ revenues (37%), and demonstrated that these services are increasing ARPU at a time when voice service usage is dropping worldwide.
Today Argentina already has approximately 52 million mobile service subscribers, generating around US$7 billion in revenue annually. MAVAM indicates that SMS is one of the most widely used services contributing to this revenue, with Argentineans sending an average of 270 SMS a month. 97% said they had used SMS in the last three months, with its use being stimulated by the adoption of Smartphones.
Around 16% of mobile subscribers used their phone to send and receive picture messages, during the last three months, a service that is growing as users use images to visualize communication. Another major finding in Argentina is that mobile marketing is received by 89% of users, with 33% of these users stating they receive marketing messages up to two or three times a week.
"In line with our MAVAM research for Brazil and Mexico, the findings from Argentina signify the growing importance of VAS in the region. MAVAM enables us to monitor and highlight which services are delivering high value revenue to the mobile operators and has demonstrated that messaging is still a killer app,” said Rafael Steinhauser, Acision’s president for Latin America. “Argentina is a growing economy, with a maturing mobile data market. The increasing adoption of VAS in the region represents a significant opportunity for operators to explore new ways to differentiate their services, increase ARPU and drive up profitability. Acision powers high revenue services and applications and can support operators in service creation while maximising total revenue capture."
MAVAM - Argentina Edition Key Results
VAS includes services such as SMS, MMS, mobile broadband, music and entertainment, mobile banking, social networks and other messaging tools. Total mobile revenue in Argentina reached 7 billion US dollars in 2010, with 37% of this revenue coming from VAS. Key quarterly research results from Acision’s MAVAM Argentina include:
• 97% of respondents send SMS;
• 64% of respondents use their mobile handsets to listen to music;
• 67% of respondents use their mobile handset to play games;
• 15% of users access social networks from their mobile;
• 5% of respondents have accessed a banking service via their mobile handset;
• 89% of respondents have received marketing messages on their mobile handset;
• 9% of users have sent E:s via their mobile phones, either on a daily basis or several times a week.
As a world leader in mobile data, Acision (acision.com) powers innovation and profitable growth in mobile data services. As a pioneer of mobile messaging, Acision’s real time mobile data solutions support its customers worldwide to drive new revenues with innovative services while controlling and monetizing data traffic.
About Convergencia Research
Since 1998, Convergencia Research (convergencialatina.com, convergencia.com) is the Consulting and Market Intelligence division of Grupo Convergencia that focuses on the leading players in the Latin America market. Services include: quarterly reports on the evolution of fixed and mobile broadband in Latin America; new mobile services demand; contribution of mobile telephony to the regional economies; satellite supply and demand; cable TV markets; Triple Play and IPTV; and M2M in Latin America, among others.