Telecom Lead America: Mobile broadband connections in Brazil will grow to 135 million by 2014 from the current 60 million.
Growth drivers for the substantial growth in mobile broadband connections in Brazil include the increasing uptake of mobile technologies and services, including NFC, mHealth, mEducation and mCommerce.
At present, Brazil is the fourth largest mobile market in the world with more than 260 million active mobile connections.
“Mobile services are at the forefront of Brazil’s transformation through widespread broadband reach and by promoting innovation and affordable data services through major infrastructure investments,” said Franco Bernabe, chairman, GSMA and Chairman and CEO, Telecom Italia Group.
Data traffic per user is expected to grow 83 per cent per year between 2008 and 2020. There will be over 75 million smartphones in 2016.
The World Cup in 2014 is expected to generate over one million roaming connections, producing 300 percent of the normal data traffic for a period of eight weeks.
During the London 2012 games, 60GB of data crossed the network in the Olympic Park every second.
Challenges in Brazilian telecom market
1) Mobile networks are likely to come under significant strain if additional spectrum is not allocated to mobile services.
2) The 700MHz band, known as the Digital Dividend, is currently allocated in Brazil to broadcasting services.
3) Complex, prolonged approvals by national and local authorities for site and antenna deployment 4) Regulations on power limits for electromagnetic waves and tower build out licensing are complicated
5) Over 250 different antenna policies
6) Taxation on both mobile consumers and operators in Brazil are amongst the highest in the world
According to Yankee Group, Brazil, India and China will be driving the global mobile advertising revenue.
Mobile advertising revenue will expand by three and a half times its present level by 2016.
Marketers approached this platform initially as an extension of online, but that approach is no longer sustainable for a platform topping 6 billion subscriptions. Mobile advertising has begun to deliver returns and those returns will flow to companies that draw on user data to design, personalize and deliver effective mobile advertising.
