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Reading, United Kingdom, 2011/07/06 - Acision, a world leader in mobile data, has launched the second edition of MAVAM Mexico (Acision Monitor of Mobile Added Value), a focused research report on Mobile Value Added Services (VAS) trends in Latin America.
The research showed that the Mobile VAS market in Mexico generated revenues of $1 billion USD for mobile operators during the first quarter of 2011, indicating that Mexico represents 21% of VAS sales in Latin America. Mexico is now the second most important market in Latin America, before Brazil (18%) and after Argentina (36%).
VAS was a great driving force for sales across the mobile industry in Mexico during the first quarter of 2011, representing growth of 35% in relation to the same quarter of 2010. In this same period, voice services revenue only grew by 2%. VAS in Mexico also represented 28% of mobile services revenue, 3% above the regional average of 25%. Messaging services (SMS and MMS) represents 60% of local VAS business, and showed a growth of 27% in US dollars. With $626 million USD in SMS revenue in the first quarter, Mexico is the largest market in LATAM for messaging.
“Mexico follows the global trend where an increasing number of people use mobile phones, not only to talk, but to consume value added services. With increased innovation, more aggressive pricing packages and differentiated commercial models for VAS services, including SMS, MMS and mobile broadband, we predict that during the following three years the revenue for these types of offerings will surpass voice services,” said Rafael Steinhauser, Acision President for Latin America.
Mobile broadband services showed the greatest increase in user adoption, with 65% growth, representing 22% of Mexico’s overall VAS business. Other VAS categories, including entertainment, mobile banking, social networking and instant messaging, grew by 33%.
This edition of MAVAM focuses on the topic of Mobile Marketing & Advertising. The investment in mobile phone advertising increased at an annual rate of 30% - growth three times greater than traditional media advertising. The study reveals that 84% of people in Mexico have received offers through SMS’s during the past three months, receiving approximately five mobile marketing messages per month. These messages usually contain offers from mobile service carriers. The acceptance level of receiving advertising messages via mobile phones has also grown, with 68% percent of mobile users saying they are happy to receive mobile marketing/advertising messages from companies from which they have accepted these types of offers before. Approximately 15% of respondents appear receptive to mobile marketing, accepting discount codes through messages.
“After SMS, mobile broadband is the greatest opportunity for the creation of value added services for carriers in Mexico” mentioned Salvador C. Blasco, Global Business Vice for América Móvil and General Director of Acision Mexico.
As a world leader in mobile data, Acision (acision.com) powers innovation and profitable growth in mobile data services. As a pioneer in mobile messaging, Acision’s the real time mobile data solutions support its customers worldwide to drive new revenues with innovative services, optimizing and monetizing data traffic.
About Convergencia Research
Since 1988, Convergencia Research has been the Market Intelligence and Consultancy unit for the Convergencia Group, focusing on Latin America's biggest players in the telecommunications market. Its market research includes: Quarterly Evolution of Fixed and Mobile Broadband in Latin America; Demand for New Mobile Services; Mobile Telephony's Contributions to Regional Economies; Satellite Supply and Demand; Pay-TV Market; Triple Play and IPTV; M2M in Latin America, etc. The Convergencia Group has been recognized as the most reliable in its class.