SIM-based services are driving mobile VAS market growth in Latin America

Posted by Shailendra Pandey Wednesday, June 30th, 2010

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A number of Latin American operators are reporting good results from deployments of SIM-based mobile VAS. For example, Telecom Personal is seeing a high level of adoption of its SIM-based mobile VAS in Argentina. Telecom Personal and Oi in Brazil are offering the Windows Live IM service on mobile SIM cards.

Also, some operators in Latin America are finding that the mobile marketing campaigns conducted via SIM cards are more effective and generate more interaction from users than SMS-based campaigns.

Slowly but steadily, Latin America is also witnessing increasing deployments of D2C mobile VAS that compete with the operators’ services. The availability of Apple’s iTunes and Nokia’s Comes With Music service in Mexico has made the mobile music market very competitive and put pressure on the operators’ music services. Also, the likes of major music label Sony Music and mobile music provider Dada are offering D2C mobile subscription services in the region.