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The Chilean mobile market is characterized by a high penetration level and by the introduction of new technologies. By December 2007 it accounted for over 14 million subscribers and an estimated mobile telephony penetration of 83.4 percent. With the advent of the long-awaited 3G phones, bigger screens and more constant connectivity, mobile operators now have a wider number of applications to offer.
Within this scenario, the main operators are engaged in a lively competition for mobile content market share and they focus their strategies on expanding mobile data services. According to Frost & Sullivan's latest research(1), Movistar Chile had a 43% market share of Chile's 14 million mobile lines at the end of 2007.
Movistar Chile offers one of the industry's broadest and most complete suites of value added services. The portfolio covers content services such as music, games, interactive TV and graphics. This content offer varies from the most recognized producers to auto generated content that can be shared between users. As a result customers are educated on using their handsets and taking advantage of the new technological features.
Innovation was one of the key factors for Movistar Chile leadership in 2007. An example of this is the new aerial roaming service. For now, the service will be available on flights from Qantas airlines, within Australia, and Emirates' Dubai-Casablanca-London routes. The company expects to offer it also in Latin America very soon. Aligned with their customer-focus product strategy, clients that don't have a handset compatible with the 1800 Mhz frequency, can ask for a dual or tri-band mobile phone in the office of Movistar at the airport.
Movistar Chile was also the first one to launch full track music in the country in 2007, and was also the first in offering unlimited downloading. This service allows clients to download complete music in their devices from a wide portfolio provided by Warner Music Corp. Furthermore, it offers interactive TV, from which customers have access to national and international channels, as well as VideoPodcast, which allows them to personalize what to see.
Within its national coverage, Movistar reaches Chilean population allowing every client to use last generation services. Moreover, it has services for different segments which have different tastes and preferences. What makes the difference is that Movistar Chile is a pioneer in launching new services for its customers, enticing them with the latest in technology.
Frost & Sullivan's 2008 Latin American Mobile Content Services Award for Product Line Leadership is the acknowledgement of the success of Movistar Chile's customer-focused product strategy. With the expanded and innovative product offering, the company has demonstrated its ability to make the mobile content market grow, as they continue to enhance their industry leading position by giving clear answers to their customers' needs. Frost & Sullivan recognizes the company's ability to leverage its core strengths for success in the mobile content services offer in Latin America in 2008.
About the Award
The Frost & Sullivan Latin American Mobile Content Services Award for Product Line Leadership is presented each year to a company that has demonstrated the most insight into the needs and product demands of its customers. The recipient company has optimized its product line by leveraging products with the various price, performance, and feature points required by one or more market segments. To select the Award recipient, the analyst team tracks end-user requirements and market dynamics within the industry. This process includes interviews with suppliers, end-users, and industry experts. The product lines are compared with customer base demands, and the top-ranking provider is then presented the Award.
About Frost & Sullivan
Frost & Sullivan, the Growth Partnership Company, partners with clients to accelerate their growth. The company's TEAM Research, Growth Consulting and Growth Team Membership(TM) empower clients to create a growth-focused culture that generates, evaluates and implements effective growth strategies. Frost & Sullivan employs over 45 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 30 offices on six continents. For more information about Frost & Sullivan's Growth Partnerships, visit http://www.frost.com.
(1) Latin American Mobile Content Services 2007
SOURCE: Frost & Sullivan
Frost & Sullivan Jose Maria Jantus, +54-11-4777-9951 Corporate Communications - Latin America F: +54-11-4777-0071 jose.jantus@frost.com or Catalina Rossini, +54-11-4777-4777 Corporate Communications - Latin America F: +54-11-4777-0071 Catalina.rossini@frost.com
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