July highlights: Vivo leads growth; Oi is 4th
Brazil ended July/2009 counting 161.9 million cellulars and density of 84.6 cell/100 inhab. The results released by Anatel for this month presented the following highlights:
The following analyses each of these highlights.
Vivo leads and Oi stays in 4th position
The results of Jul/09 presented a surprising situation. Oi, which was leading cellular growth in Brazil in 2009, stayed in the 4th position in net adds and Vivo reached the 1st position for the first time in 2009.
A comparison between the behaviors of these operators with previous months makes possible a better understanding about the performance of these companies in Jul/09.
Oi, which had a record growth in May, due to an aggressive promotion for the launching of its brand in region II (BrT's), had already been surpassed by Tim in Jun/09. In the last months Vivo remained always next to Tim and eventually overcame it in Jul/09. It's also important to emphasize the improvement in Claro's performance, which in July got close to other companies when considered net adds.
Oi's growth is based on an aggressive strategy in São Paulo and in region II.
In fact, in the last 3 months, Oi gained 2.2 percentage points (p.p.) of market share in region III (SP) and 1.63 p.p. in region II.
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In this period the company lost, however, 1.12 p.p. of market share in region I, where it's the leader.
In the last 3 months, the net adds presented by Oi were lower than other operators' in region I.
Oi's low performance in region I may be linked to the cleaning promoted by the operator in its base or to a high churn which the company doesn't seem to be able to replace. Oi presented monthly churn of 3.5% in 2Q09.
Cellular Growth in Brazil
Brazil confirmed in Jul/09 that cellular got back on growth track in 2009.
Net adds of 2.3 million cellulars in Jul/09 were superior than the ones in Jul/08 (2.2 millions). This is the second month of 2009 in which it's happening.
The growth accumulated in the last 12 months reached 26.6 million cellulars and corroborates Teleco's projection that Brazil will end 2009 counting 176 million cellulars, density of 90 cell.100 inhab. and net adds of 25 million cellular in the year.
Density higher than 100
In July, Rio de Janeiro, Mato Grosso do Sul and São Paulo overcame the mark of 100 cell/100 inhab., joining the Federal District (Brasília) which has density of 153 cell/100 inhab. and other 13 local areas in the same Area Code (more details).
In 2008, 61 countries has already surpassed this mark, including Argentina and Uruguay. Brazil may overcame 100 cell./100 inhab. in 2010.
Prepaid
Prepaid participation continued to increase in July and reached 81.9%.
The promotions on the prepaid segment have stimulated chip sales and the possession of more than one cellular line.
3G in Brazil
The numbers released by Anatel in July permitted coming up with a more precise projection about the quantity of 3G cellulars in Brazil.
Brazil ended Jul/09 counting 4.2 million 3G cellulars, being:
In other words, 2.6% of the cellulars in Brazil are 3G. This percentage is much lower than the world average which is 11.6%.
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